Bryan Cranston and Aaron Paul cook up a potent NFL Draft plan for the Los Angeles Rams

Josh Duhamel’s Dakota.Media produced ‘Change the Equation,’ with cameos by Diplo, Cheech Marin and more

Published On
Apr 25, 2023
Bryan Cranston and Aaron Paul sipping mezcal in the Rams' NFL Draft film

Editor's Pick

The NFL Draft, much like high-quality methamphetamine, is a mix of art and science. So, who better than Bryan Cranston and Aaron Paul—aka, Walter White and Jesse Pinkman from Breaking Bad—to cook up a winning formula for the Los Angeles Rams as they approach this week’s high-stakes showdown?

A new 90-second spot, titled “Change the Equation,” produced by Josh Duhamel’s Dakota.Media, goes back to the lab in search of the perfect high—as in high-performing, non-chemically dependent future Rams stars. Cranston and Paul, who were spotted together at a Rams game last year, continue their ongoing buddy caper here—and they’ve brought along some of their Dos Hombres Mezcal for the ride.

You’ll also notice they’ve significantly upgraded the old RV.


Among the other cameos are Diplo (who also provided the soundtrack), Cheech Marin, Rams general manager Les Snead, head coach Sean McVay and defensive coordinator Raheem Morris. The video could use a bit more humor and a little less earnestness up top, but overall it’s an entertaining play that ratchets up the excitement for this week’s festivities. 

“We set out to capture the excitement and hope that surrounds the draft as we give fans a look into how we are shaping the next era of our team—by getting back in the lab,” said Kathryn Kai-ling Frederick, chief marketing officer of the Rams. “The video brings together science and culture with our key pillars—our bold front office, our unstoppable players, and our dedicated fans—as winning the future is built on the foundation of our past success.” 

The Rams are making a tradition of star-studded, high-concept NFL Draft videos. Last year’s, titled “On the Clock,” was a blockbuster film-style trailer, created with Ventureland, starring Dennis Quaid, Josh Holloway, Scott Eastwood and a host of Rams players in heist-style plot.


Apr 25, 2023
Client :
Los Angeles Rams
Agency :
Executive Producer/Executive Creative Director/Post Supervisor :
Josh Duhamel
Executive Producer :
Joshua Algra
Co-Director :
Ollie Stokes
Director of Photography :
Alex Chinnici
Creative Director :
Mick Kelleher
Art Director :
Nathan Owen
1st Assistant Director :
Bob Riely
Producer :
Jason Salzman
Producer :
Maria Darby
Script Supervisor :
Rachael Thoele
Drone :
Will Kelleher
Senior Editor :
Diana Fishman
Online Editor :
Brett Rohrbaugh
Assistant Editor :
Rene Herrera
Colorist :
James Knott
Producer :
Chris Burke
Sound Mixer :
Oscar Grau
VFX Artist :
Mike Ritchie
Sound Design & Mix :
Raphael Ajuelos
Foley :
Ines Adam
Composer :
Paul Ameller
Chief Marketing Officer :
Kathryn Frederick
Chief Commercial Officer :
Jennifer Price
VP Brand Strategy :
Lexi Vonderlieth
GM + VP :
Marissa Daly
VP Corporate Affairs :
Joanna Hunter
VP Marketing Operations :
Margaret Plouffe
VP Legal :
Todd Davis
Director Strategy & Operations :
Michelle Runch
Manager :
Emma McVay
Sr. Manager Brand Strategy :
Rachel Zisman
Coordinator Brand Strategy :
Tiras Holifield
Associate Manager Brand Strategy :
Mary Morales
Manager Retail Marketing :
Ryan Piechowski
Associate Manager Retail Marketing :
Maddie Bridges
Retail Marketing + Wardrobe :
Jackson Goodell
Sr. Creative Director :
Cory Befort
Sr. Manager Partnership Design :
Cate Howard
Motion Graphics Designer :
Jake Dunn
Sr. Director Partnerships :
Chris Edwards
Sr. Director Partnerships :
Tyler Potts
Sr. Director Partnership Marketing :
Brittany Ramos
Director Social Media :
Kurt Gies
Photography Lead :
Brevin Townsell
Director Video :
Chris Williams
Managing Producer :
Taylor Gilkeson
Senior Video Producer :
Solo Koo
Associate Video Producer :
Nick Conte
Associate Video Producer :
Ricky Yang
Associate Video Producer :
Phillip Laborde
Studio Producer :
Taylor Bailey

Need a credit fix? Contact the Creativity Editors

Project Type