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A year after quarterback Josh Allen appeared in the entire video as a 鈥渞esident鈥� of the new Highmark Stadium, what could the team create as a follow-up? The brainstorming session produced several possibilities, but one rose to the top.

Allen Iverson.

Yes, that Allen Iverson, the 2001 NBA MVP, four-time scoring champion and 2016 Naismith Memorial Basketball Hall of Fame inductee.

Yes, that Allen Iverson, who has no ties to the Buffalo area but is a fan of Allen, the reigning NFL MVP.

鈥淗e was our No. 1 idea,鈥� said JJ Territo, the Bills鈥� director of video, who led the meetings with director of content Zach Specht.

The Bills鈥� goal was to combine the current AI (artificial intelligence) with the legendary AI (Iverson), starring Allen, Iverson, general manager Brandon Beane and a two-second cameo by left tackle Dion Dawkins, and orchestrated by an army of Bills employees.

The 1-minute, 42-second video was blasted out on social media at 8 p.m. Wednesday, part of an NFL arms race of sorts among the 32 teams to create the catchiest, most buzzworthy hype video related to the schedule release.

The first goal is obvious: Tell fans the official lineup of 17 games over 18 weeks.

The second goal is similarly obvious: Entertain the fans and have fun.

鈥淚 would say it鈥檚 been a focus for us the past 4-5 years, obviously coinciding with Josh鈥檚 ascent as a face of the NFL,鈥� Bills vice president of marketing Chris Jenkins said. 鈥淓very team looks at it differently. For us, it鈥檚 about having fun for our fans and everybody gets a kick out of it. It鈥檚 really a great project as an organization when everyone comes together.鈥�

Everything about the Iverson idea came together.

In Jenkins鈥� office Wednesday morning, he and Territo screened the video for The Buffalo News and walked through the process from initial meeting to filming the last scene with Dawkins on Tuesday.

Scene 1

Beane, from an office, calls Allen, who is shooting baskets off passes from equipment assistant Austin Skobel.

Allen: 鈥淵eah, Beane, what鈥檚 up? A little busy here.鈥�

Beane (holding an Allen bobblehead in one hand): 鈥淒ude, real quick. Schedule release. Got anything for me?鈥�

Allen: 鈥淛ust use AI.鈥�

Beane: 鈥淎I?鈥�

Allen: 鈥淭hat鈥檚 what everybody is doing.鈥�

Beane: 鈥淟et me see what I can do.鈥�

The Allen part of the scene was executed by social content producer Kevin Carges, cinematographer Nina Lindberg, managing producer Andrew Meyer and social content producer James Wrobel. It was the idea of Carges and Wrobel to have Beane hold an Allen bobblehead.

The Beane part of the scene was executed by Carges, Lindberg, Wrobel and producer Josh Pohlman.

A benefit for the Bills鈥� social team is Beane鈥檚 willingness, and his acting chops.

鈥淚 feel really lucky and we all do as a department 鈥� he鈥檚 been great to work with,鈥� Territo said. 鈥淗e is an incredible talent for us. He really elevated the script and he totally got the concept and is naturally funny.鈥�

Scene 2

Securing Iverson took several weeks. The Bills called the NFL for guidance and were connected with Iverson鈥檚 team, who was told he was a fan of Allen. They green-lit Iverson鈥檚 involvement (Allen and Beane were brought on board soon after).

Iverson was in Newport News, Va. 鈥� his hometown is Hampton, the adjacent city 鈥� to host his annual high school all-star game, so Territo, Carges and Pohlman traveled to Virginia on May 4 and shot the Iverson scene the next morning. The shot lasted 30 minutes.

Beane: 鈥淎I, thanks for doing this.鈥�

Iverson: 鈥淵eah, I don鈥檛 know what I鈥檓 doing. Why am I here?鈥�

Beane: 鈥淲e want you to reveal the Buffalo Bills鈥� 2025 schedule.鈥�

Iverson: 鈥淏uffalo Bills? Josh Allen Buffalo Bills?鈥�

Beane: 鈥淵eah. Josh actually sent us to shoot with you.鈥�

Iverson: 鈥淲ow. MVP Josh Allen. That鈥檚 something for me to brag about.鈥�

Beane: 鈥淗e said he wanted AI.鈥�

Iverson: 鈥淭he real AI?鈥�

Beane: 鈥淵ou鈥檙e the only AI I know, dude.鈥�

Iverson: 鈥淥K, so we鈥檝e got the real deal. Let鈥檚 do it then. Here is the schedule. 鈥� That was the 2025 Buffalo Bills schedule presented by 鈥楾he Answer, Allen Iverson.鈥� 鈥�

Beane: 鈥淥ne last thing: Can I get a 鈥楪o Bills鈥�?鈥�

Iverson: 鈥淕o Josh Allen.鈥�

Reflecting on the trip, Territo said: 鈥淚 didn鈥檛 know what to expect going into it. We didn鈥檛 have any conversations with (Iverson) 鈥� we only talked to his team, so we thought, 鈥楧oes he have any idea what鈥檚 going on?鈥� He came in and sat down and said, 鈥業 have no idea what I鈥檓 doing here.鈥� It was perfect. He was into it and he loves Josh Allen.鈥�

The video wrapped up with Dawkins, who has an actual tattoo of Iverson on his leg, poking his head into an office to ask about Iverson.

Post-production

Carges led the editing process, which included editor Alex Odachowski and motion designer Eric Heine. Once they received the Bills schedule, the crew added the schedule visual.

Did the deadline approach quickly? Even though the process began more than two months ago?

鈥淲e had a good plan throughout the process,鈥� Jenkins said. 鈥淲hen you鈥檙e working with a lot of different entities, you always hope it comes together, and the timing worked out this year. It鈥檚 a testament to everybody鈥檚 hard work.鈥�

Said Territo: 鈥淪eeing everybody鈥檚 excitement about a project like this is the best part of it.鈥�

Buffalo Bills 2025 schedule

Sept. 7 Baltimore 8:20 p.m. (NBC)

Sept. 14 at N.Y. Jets 1 p.m. (CBS)

Sept. 18 Miami 8:15 p.m. (Prime)

Sept. 28 New Orleans 1 p.m. (CBS)

Oct. 5 New England 8:20 p.m. (NBC)

Oct. 13 at Atlanta 7:15 p.m. (ESPN)

Oct. 19 Bye

Oct. 26 at Carolina 1 p.m. (Fox)

Nov. 2 Kansas City 4:25 p.m. (CBS)

Nov. 9 at Miami 1 p.m. (CBS)

Nov. 16 Tampa Bay 1 p.m. (CBS)

Nov. 20 at Houston 8:15 p.m. (Prime)

Nov. 30 at Pittsburgh 4:25 p.m. (CBS)

Dec. 7 Cincinnati 4:25 p.m. (Fox)

Dec. 14 at New England 1 p.m. (CBS)

Dec. 21 at Cleveland 1 p.m. (CBS)

Dec. 28 Philadelphia 4:25 p.m. (Fox)

Jan. TBD N.Y. Jets TBD