ESPN launched another series in the It’s Not Crazy, It’s Sports campaign, exploring the trend of sports-themed funerals and expressions of fandom postmortem. Academy Award Winning Director Errol Morris was commissioned for the project, which includes 15, 30 and 60-second “trailers”, as well as a short documentary about the phenomenon. Funeral directors, tombstone makers and fans are among the subjects interviewed for the eight-minute documentary. Those featured included Woodlawn Memorials. From each share stories about real fans who requested to be interred through sports-themed memorials. The marketing campaign launched in July of 2010 and was designed to be a conversation with fans about those things that make sports inspiring, entertaining and dramatic.