Case Study · Campaign Design
NFL Marketing
Campaign
Localized Acquisition Across Eight NFL Markets
Eight Markets.
One Standard.
Football is a culture-consuming entity — more than a game, it unites communities through shared passion and fueled obsession. The brief was direct: reenergize the NFL tentpole campaign with a bold new visual approach. Break out of the templated playbook. Elevate the visual hustle.
The campaign ran across eight NFL markets — Indianapolis, Nashville, Milwaukee, Detroit, Akron, Appleton, Green Bay, and Jacksonville. Each market had its own team identity, roster photography, and local audience. My role was production: working within a cross-functional creative team and building every deliverable across every market, every format, on deadline.
The creative direction: mirror the intensity of the game through typography that commands as much attention as the game itself. Bold, action-oriented, built to stop a scroll. Executing that vision at scale meant adapting each asset to four distinct team identities without losing the energy that made the system work.
Every format in the delivery matrix — onsite overlays, in-app placements, social feed and story — was built to spec and adapted across all four markets. The same asset logic, four team palettes, zero rebuilds from scratch. Production discipline at the pace of a live season.
Cross-platform assets spanning social, in-app, and onsite display across eight NFL markets
Local team.
National reach.
NFL season is one of the few guaranteed audience windows in local news — readers who follow their team are exactly the readers most likely to convert. The campaign landed directly inside that intent: local player, local team, local news.
A production-focused role executed with the same standard as any creative lead. The deliverables shipped on time, on brand, across four markets and three platform contexts — built to run the whole season and adapt as it goes.