Tom vs Time, in particular, best demonstrates Willem’s ability to blend communications and marketing to deliver maximum impact. In addition to securing weekly tune-in coverage that helped dominate conversation at the height of the NFL playoffs, Willem also planned and managed a private screening event in Minneapolis in the days leading up to Super Bowl LII. The event gave media at the Super Bowl an early look at the series’ penultimate episode. It also featured a presentation from Facebook’s head of sports partnerships and a news-making panel featuring some of Tom Brady’s New England Patriots teammates and series creator Gotham Chopra. Attendees received a personalized note from Brady, as well an assortment of Facebook Watch merchandise to help promote the new streaming platform. This helped the series cut through during the busiest media week of the U.S. sports calendar year.