Press Kitchen clients came out in full force to amplify the moments in between the Patriots vs. Seahawks gameplay at the University of Phoenix Stadium with some of the most highly anticipated spots of the year during Super Bowl XLIX.

Park Pictures director AG Rojas intensified the fervor of athletic drive during NBC’s pre-game coverage with the enigmatic :60 “Freak Show” for Reebok out of Venebles Bell & Partners. The spot acknowledges that tough fitness is a lifestyle not always understood. Its methods are intense, demanding and require real commitment. “Freak Show” is a celebration of those who have chosen to be more than they thought they could be through fitness. It is a challenge to all viewers to “Be More Human.”

Park Pictures director Nathan Price helmed the high octane live action trailer for “Game of War,” starring Kate Upton, with a stellar track provided by the Elias Music Library.

Emmy Award-winning director Lance Acord brought a third Park Pictures offering to the big game with the sentimental :90 “With Dad” for Nissan out of TBWAChiatDay Los Angeles. The spot shows the ups and downs of the relationship between a race car driver, his wife and his son, following the struggles of the hardworking and close-knit family as they strive for togetherness across the years. The spot was the brands first Super Bowl offering in 18 years.

New York/San Francisco-based content creation/production company Bodega’s Emmy Award-winning creative director Haley Geffen teamed up with NBC Sports Group and NBC Sports VP Creative Director/Director Tripp Dixon and Rodeo FX to create the high-energy opening for Super Bowl XLIX, held last night. The open, featuring Carrie Underwood in a virtual Phoenix stadium, set the thrilling and star-studded stage for the matchup between the New England Patriots and the Seattle Seahawks at Arizona’s University of Phoenix Stadium.

Bicoastal music studio Elias Arts delivered sonic stylings to three spots for the big game. They brought a high-octane, inspiring soundtrack for Toyota’s new :75 “How Great I Am” out of Saatchi & Saatchi LA. The spot shows medal-winning Paralympian snowboarder and Dancing with the Stars finalist Amy Purdy driving her Toyota Camry from one physical challenge to the next. She runs, snowboards, dances, mountain bikes, models and more, never stopping until she gets each activity right. The camera focuses on her determined face and her prosthetic legs, showing how her disability cannot hold her back.

Elias also created the soundtrack for the sentimental Toyota “My Bold Dad” spot which follows a dedicated father as he is there for his daughter through some of her most challenging moments growing up, standing alongside her as she stands up to a bully, picking her up from party, dancing with her at a high school dance so she is not alone and dropping her off at the airport as she leaves for military deployment. The tear-jerker spot ends with the tag, “Being a dad is a choice. One that will make a wonderful human being who will make their own choices someday.”

No stranger to having a number of Super Bowl spots in play, Sonic Union provided the mix for four spots in 2015. Steve Rosen crafted the mix for Squarespace’s offering, out of Wieden+Kennedy New York, going behind the scenes with actor Jeff Bridges as he lulls audience members to sleep with his soothing lullaby stylings for his new Squarespace Sleeping Tapes website.

To bring the Victoria’s Secret super models back to the Super Bowl ad lineup for the first time since ’08, the sultry spot was created-in house to bring a dose of the yearly fashion show to the main stage of the big game—mixed by Fernando Ascani.

Northrop Grumman shifted the standard gametime dynamic by placing viewer’s attention on the race to build the next generation bomber in their regional spot “Hangar,” also mixed at Sonic Union.

Sonic Union rounded up their Super Bowl XLIX roundup with Verizon’s “It Matters.”

Bicoastal music shop Butter lent their talents to the now highly controversial GoDaddy spot, out of Barton F. Graf 9000, which followed a Budweiser-reminiscent puppy on its triumphant journey home, only to be immediately shipped away after being sold online by its owner on a site she created on GoDaddy. We thought it was funny—but you can’t win with everyone, right?

Butter also delivered the music for the “Revenge” spot for Clash of Clans, starring Liam Neeson, which brings his vengeance-obsessed persona, a-la-the Taken films, and redirects it towards Clash of Clans domination. He delivers a menacing monologue that leads him to choose the game option of “revenge,” with the spot closing with game animation coupled with a personalized jingle heralding angry Neeson52’s impending actions. The spot was out of Barton F. Graf 9000 and was scored by Butter Composer/CD Andrew Sherman.

Imaginary Forces amps up the excitement for the star-studded 40th Anniversary special of SNL in a series of promos for the February 15th.

Five unknown performers were given the spotlight during the big game, with a special cameo by Academy Award-winning performer Jennifer Hudson, kicking off the “Dream Fearlessly” campaign out of BBDO NY, with titles designed by Imaginary Forces.

Sugar Film Production director Chris Smith tours the globe on a quest for the freshest ingredients in the charming :60 H-E-B 2015 Super Bowl Spot, “On The Road,” out of The Richards Group. The spot features an H-E-B employee packing a suitcase for a worldwide quest to source the freshest ingredients for the one-of-a-kind products of H-E-B’s Primo Picks line. The man makes his most valiant and earnest attempt to stretch his linguistic expertise and conquer local terrain as he goes straight to the source to extract queso from the Rio Grande Valley, lingonberries from Finland, balsamic vinegar from Italy, Celebration Cookies from Canada and fresh peppers for the delicious Pepper Toppers spreads from Peru.