ART DIRECTION and DESIGN FOR A SPORTS CAMPAIGN

How it started: As a proud partner and sponsor of several SEC teams, C Spire is in a unique position to connect with college football fans across our regional footprint. We saw an opportunity to take this partnership further, with a campaign built around the fans. Because at C Spire, we’re not just customer focused, we’re Customer Inspired.

Calling the Plays

We began by auditing what already existed in the market and how our brand was showing up. One major asset? Branded headsets worn by SEC coaching staff. These high-visibility items are regularly seen during televised games, but over time, they can fade into the background. We saw untapped potential here, to turn the headset into a true symbol of our presence and amplify it across touchpoints.

We integrated the headset imagery into more areas of our sports marketing, creating consistent visibility that fans couldn’t miss. From there, we tied everything back to our mantra: Customer Inspired. We're fans too, and we understand the thrill of game day.

Designed Assets

  • Custom Jerseys
    I created a series of branded jersey designs to evoke the spirit of our fanbase. One of these jerseys later appeared in a social ad as a real-life product.

  • 3D Headset Model
    I built a 3D model of the actual sideline headset used in games, allowing us to render multiple angles for both print and digital applications. This asset became key for web animations and interactive media.

  • AI-Enhanced Visuals
    Where needed, we leveraged AI-generated mockups and photography to create versatile print and digital collateral.

Jumbotron Video Integration

We had a unique advantage in our partnership with Mississippi State University. Direct collaboration with their athletics team gave us access to branded materials and exclusive content. This allowed us to produce bespoke jumbotron videos that felt authentic to fans and highly relevant to game day.

We worked closely with our MSU contacts to source footage of their beloved live mascot, Dak the Bulldog, performing specific actions we requested. This let us align Dak’s movements side-by-side with our promotional messaging for a cohesive and engaging visual experience.

In addition to mascot footage, the university provided crowd shots and fan interactions. We wove these into our own assets, including scenes of a fan preparing for game day in a custom C Spire jersey. The final product was a high-energy, emotionally resonant video played in-stadium, perfectly balancing school spirit with brand awareness.

With this second spot, I filmed an actor interacting with our custom jersey and cowbell and I built a set to accommodate the shoot.

Extra Somethin’ Somethin’

To prove our fan cred, we tapped into a bit of SEC lore. During an Ole Miss vs. Oklahoma game, a squirrel famously ran into the end zone mid-play, earning cheers from the crowd. We turned that moment into marketing.

  • I created a 3D animated squirrel for the ribbon boards. It’s playful, unexpected, and unforgettable.

  • For print and digital, I used a high-res squirrel photo, added our branded headset and an Ole Miss visor, and turned it into a “coach.”

Sometimes, it’s the inside jokes that score the biggest wins.

Previous
Previous

Email Lifecycle

Next
Next

Batman Unburied