In the 2012-2013 season, USC introduced the award-winning and dynamic ad campaign WE PLAY. The question for the 2013-2014 year was, "Where do we take it next?" This academic year is the 125th anniversary of USC athletics, and that provided us with the perfect opportunity to continue the campaign but still keep it fresh and new. The campaign truly stretches across all 21 sports at USC. The look of the campaign, while celebrating the past, was designed to embrace the future with an 'Instagram' filter look to all the photos. The 'instagram' look gave everything, even recent photos, a classic look, where every piece of Trojan history is all on one continuum.
Fans could feel the impact of the campaign at football games. We presented many things that celebrated our rich tradition. These types of things included the team intro video, special presentations that honored alumni from all teams that have played at USC, and in-game unique video board features. The season tickets themselves and the season ticket newspaper, digital, and email advertisements, everything were designed with the idea of celebrating the 125th anniversary.
USC Football schedule poster #2 featuring Marqise Lee.
I assisted with Art Direction for the poster concept and photoshoot.
WE PLAY 125 imagery for facebook
WE PLAY 125 images at LA Live
WE PLAY 125 images at LA Live
artwork for the Los Angeles Yellow Pages cover
Los Angeles Yellow Pages
A design for the USC Athletics instagram account
The USC Athletics instagram account