Here’s some work from ESPN’s “IT’S NOT CRAZY, IT’S SPORTS” brand campaign, demonstrating ESPN’s shared passion for sports and celebrates the idiosyncrasies and unique stories that are the social currency of passionate sports fans.

“A Short Time Ago”: what’s crazier than a giant lobster-alien from a galaxy far, far away spearheading an attack on a man-made Death Star, and turning certain defeat into a Rebel Alliance victory, simply by recognizing a trap? Well, not much. Except for the actual students of the University of Mississippi attempting to elect said alien as the next on-field mascot of the Ole Miss Rebels. This really happened, only a short time ago in a land just east of the Mississippi.

“Hauler Race” exposes fans to the race before the race that takes place on country highways every week as NASCAR teams try to beat each other to the track.