In a new Rams billboard campaign popping up throughout Los Angeles, a Godzilla-size Todd Gurley is pictured in a throwback white uniform with football in hand and muscles bulging from his jersey, deftly jumping over a beachfront pier.

Underneath the running back’s behemoth image, in small type, is his name, jersey number, and position; the educational portion of the Rams’ effort to familiarize Angelenos with their new home team and its stars.

The billboards, which also feature wide receiver Tavon Austin jumping through a set of downtown buildings, and defensive tackle Aaron Donald running over the Griffith Observatory, are the brainchild of Art Machine, the team’s new creative agency of record.

“We’re studying the sports landscape of L.A. and seeing how we fit into that,” said John McMahon, president and creative director of Art Machine, a unit of U.K.-based marketing agency Engine Group.

Although Hollywood-based Art Machine hasn’t handled a sports team before, its diverse roster of hospitality, entertainment, and L.A.-centric clients (such as the Greater Los Angeles Zoo Association) provide the insight needed to serve the Rams, McMahon said.

The team went through an exhaustive process of interviewing creative agencies but ultimately chose Art Machine because of the company’s intimate knowledge of Los Angeles and ability to help the franchise connect emotionally with its fan base, said Jake Bye, Rams vice president of consumer sales and marketing.

Bye said it is critical for the team to reach the generation of local fans who grew up without professional football. To do that, Rams are ready to make a bold statement.

“We’re here, we’re on the ground, football is back,” said Bye.

– Hayley Fox