Headed into the 2016 Football Season, the Pac-12 found itself as a whole in a rebuilding phase. Many of the schools had lost marquee players to the NFL Draft, and new, young athletes were moving into position to make a name for themselves.
This fundamental statement became the backbone for the seasons’ campaign. Knowing that the conference as a whole was wide open, we took the tactic that we – as the broadcasters – were equally along for the ride that the viewers were on. Working with studio partner Charlie Company, we established a tone to encapsulate the idea of fighting for respect. We matched that with a minimal, modern design that allows the athletes to be center stage.
The campaign launched in August, and by the end of the season had received rave reviews from fans and industry peers alike. Overall, we saw a 150% growth in game viewership. And the campaign itself won a PromaxBDA North American Gold for Sports Image Spot.
My Role: Creative Direction, Design
Awards: PromaxBDA North America Gold
Agency Charlie Company
VP Marketing: Heather Vaughan
President: Lydia Murphy-Stephans