NFL Films draws backlash for weirdly insulting video of Lions safety Brian Branch after NFL upholds suspension over fight with Chiefs’ JuJu Smith-Schuster

As the controversy over Brian Branch’s suspension continued to swirl, NFL Films found itself at the center of a new storm after releasing a video that fans called “weirdly insulting” toward the Detroit Lions safety. The clip, featured in the league’s “NFL Turning Point” series, was meant to capture the emotional arc of the Lions’ matchup with the Kansas City Chiefs. Instead, it came off as unnecessarily harsh — almost mocking — toward Branch, who is already under intense scrutiny.

The video focused heavily on Branch’s struggles during the game, replaying moments where he missed tackles or got beaten in coverage. In some cases, the editing even seemed to assign blame to Branch incorrectly, distorting the true flow of the plays. Viewers accused NFL Films of turning a player’s low moments into entertainment, rather than providing balanced analysis.

The narration by former NFL player and front office executive Louis Riddick only worsened the tone. With a mix of sarcasm and exaggeration, Riddick described Branch as being “burned,” “juked,” and “showed up” by opposing players, before concluding that “the turning point led to Branch’s boiling point.” Many felt the segment crossed a line — particularly for a video produced by the league itself, not a rival media outlet.

Nah, nah, nah. You don’t get to put the toothpaste back in the tube, NFL.

Here’s their weird-energy video insulting Brian Branch. pic.twitter.com/8wkqibeHKB

— Jeremy Reisman (@DetroitOnLion) October 16, 2025

What may have been intended as a psychological exploration of Branch’s frustrations instead came across as character assassination. Rather than examining how JuJu Smith-Schuster’s illegal block triggered the altercation that led to Branch’s suspension, the video seemed to ridicule him. For fans and analysts alike, the focus on humiliation rather than context was baffling.

The reaction was swift. Lions fans flooded social media with criticism, calling the video “tone-deaf” and “disrespectful.” Several sports commentators questioned why a league-owned production would single out a player for ridicule, especially one already punished by the NFL. Some even demanded a public apology, saying the video undermined the integrity of NFL Films’ storied reputation.

By Thursday evening, the league quietly deleted the video from its platforms without explanation. The silent removal only fueled speculation that the NFL recognized it had gone too far. Critics argued that instead of owning up to the mistake, the league tried to erase it — a move that came across as evasive rather than accountable.

Sports media analysts have since weighed in, calling the incident a reminder of how easily storytelling can slip into sensationalism. NFL Films, once celebrated for its cinematic respect for players and the game, appeared to forget that fine balance. The line between illustrating a narrative and demeaning an athlete, they warned, is one that should never be blurred.

Brian Branch has not commented publicly on the situation, though sources close to him say he felt “hurt and disappointed.” For the Lions, the controversy adds another unwelcome distraction as they try to regain rhythm after a turbulent stretch. More broadly, it leaves the NFL facing a familiar question — how to celebrate the intensity of the sport without demeaning the people who play it.