When we started NFL Films, there were no focus groups, there were no demographic studies, there were no surveys. Every decision that we made, we made with our hearts, not with our heads. And, in the very beginning, we really didn't even have a business plan.

Lombardi, a certain magic still lingers in the very name. It speaks of duels in the snow and November mud He remains for many the heart of pro football, pumping hard right now.

There have been nine Super Bowls in New Orleans, and not all of them have brought the best of luck to NFL Films. We got robbed twice there, got food poisoning, and my hotel room was broken into on the day the Bears played the Patriots in January 1986.

I've been very lucky in the freedom that I've been given. Every artist needs two types of freedom: You need the freedom to - the freedom to come up with an idea or treatment - and then you need the other half of the freedom, and that's freedom from - somebody saying, 'This is great. This is how I want you to do it'.

I think in the NFL knowledge is power, and you try to get the knowledge by whatever means.

Football is a sport of emotions, and we have to capture that in our films.

I don't go to games as much as I used to because of the NFL's Sunday Ticket. So I'll watch the games, take notes.