I agree that the intention of the production is to get fans hyped and get people talking, and that obviously works. But that's a high level directive for the production in general, all of the videos they're doing.
I assume that Ballard's direct input on each video is pretty limited, though. Broad strokes, sure. Final approval, definitely. They want to make sure it's compliant, and with how controlling, paranoid and risk-averse NFL GMs and coaches are, I would expect that he watches the final edit himself before it goes live. I think some editorial decisions are made with Ballard's input, maybe at his direction, like the decision to focus on members of the staff and let them show their personalities, etc. Cameras would not be allowed in the draft room without his blessing. But beyond that, I would think that the media team does the rest, within whatever parameters the decision makers have agreed to, and then the result is the media team's creation.
That's obviously JMO, I don't have anymore insight than anyone else. But I think the credit for the hype and production really goes to the media team.
Soundtrack #20....
Aruba, Jamaica ooh I wanna take ya
Bermuda, Bahama come on pretty mama
Key Largo, Montego
Baby why don't we go to? Jamaica
Off the Florida Keys
There's a place called______
Soundtrack #18....
When the night has come
And the land is dark
And the moon is the only light we'll see
No I won't be afraid
Oh I won't be afraid
Just as long as you _____
Soundtrack #17....
The hills are alive with the _______
With songs they have sung a thousand of years
The hills fill my heart with the _____
My heart wants to sing every song it hears
My heart wants to beat like the wing of the birds
That rise from the lakes to the trees.