Not many folks are equally able to discuss at length the finer points of basketball and Beverly Hills 90210, baseball and The Bachelor, touchdowns and celebrity touch-ups. The Sports Guy makes his living at it.

In 2004, Funny Garbage teamed up with ESPN.com to bring the acerbic wit of columnist and pop culture savant Bill Simmons to life in a series of animated shorts. With a rabid readership already in tow that includes both the hardcore sports addict as well as the casual fan, Bill and Funny Garbage sought to create a world with loose boundaries where Bill's vivid imagination could roam even more freely, and attract an even wider audience.

Placing a premium on relevance, Funny Garbage developed a production schedule to allow quick turnaround -- from the brain to the web in a single week -- to ensure that episode topics remained fresh. Produced in Flash, the one- to two-minute episodes were the first original content to roll out on ESPN Motion, a proprietary content delivery application. The success of the initial run quickly drew advertiser interest, allowing ESPN.com to sell and maintain sponsorship for subsequent production.