As a student in the world renowned Texas Creative program at the University of Texas at Austin, I worked as a lead creative in a student run agency for our client, the UT Men's Basketball team. The main objectives of the campaign were to wrangle not only established fans, but to convert the remaining student population of non-fans into super fans by launching an unavoidable and nostalgic campaign centered around familiar sports memorabilia. The executions serve not only as advertisements, but affordable collectable items for students to drive a 'fear of missing out' on game attendance among student fans. Below are the executions that I conceptualized, designed, and pitched for the UT Athletic Director.
Poster
I created a limited edition poster that promotes the UT Men's Basketball student section, nicknamed the Corral. Not only is the design striking to a long-time UT Men's Basketball fan, but its dual purpose as a collectible item makes for a wonderful piece of dorm decore for new student fans.
Texas Hold'em Collectable Cards
Each player on the team will have their own unique playing card that reps their jersey number. The cards will come in packs of two or three, like traditional baseball cards, so that fans can collect the full set. There would also be an opportunity for featured players to participate in NIL based on the cards sold. However, cards would not be limited to just players. Coaches, assistant coaches, and Texas favorites like mascot, Hook’Em, will also be featured in the collection. The cards would be distributed and sold at popular bars on campus to generate buzz among student fans.
Wildposting Out of Home Series
In continuation of the playing cards theme, I enlarged the cards all around west campus and downtown Austin with a series of outdoor wildpostings. These will be placed on the construction walls around the city, which will draw attention to UT Men's Basketball, the Corral, and their merchandise around the larger Austin metropolitan area.
