McKinney has created the “Everything Matters” campaign for ESPN to celebrate and promote the season-long push to the College Football Playoff. The campaign kicks off this week with inaugural spot, “Anthem,” and will be followed by new creative added in as the college football season progresses.

The concept for “Everything Matters” was borne out of the belief that every decision — both on and off the field — can have College Football Playoff implications, whether you know it or not. It taps into the natural behavior of fans, coaches, and players surrounding the game, having fun with the ways everyone, everywhere can ultimately affect “Who’s In.”

You can read more about it here in the ESPN Media Zone.