It Starts in The Huddle.
National Student Advertising Competition
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National Student Advertising Competition 〰️
How do you unify over 50,000 global youth organizations under one cohesive brand voice while driving engagement among casual fans?
As a Creative Director and Presenter for the National Student Advertising Competition (NSAC), my team and I created "It Starts in the Huddle"—a campaign dedicated to the belief that every champion begins with a community behind them. We received a “Best” Special Judges’ Award for Most Ownable Message in the District 2 competition.
Our research revealed that while parents crave character-building experiences for their children, they feel overwhelmed by digital noise. We identified the huddle, a core football tradition, as the perfect metaphor for the physical, mental, and social support systems children need to thrive. We targeted "Playmakers" (parents) and "Changemakers" (youth) through a multi-channel rollout that moved the brand from a Sunday-only tradition to a year-round catalyst for youth empowerment.
Plans Book
Creative Campaign
Our visual identity merges nostalgic, hand-drawn illustrations with high-impact storytelling to humanize the NFL’s reach. This aesthetic anchors the campaign across all touchpoints, including a comprehensive social campaign with an emotionally resonant 60-second Super Bowl spot as the grand finale.
60 Second Commercial
As the heart of the campaign, our 60-second Super Bowl Commercial captures the transformative power of community, shifting the focus from the pressure of the spotlight to the strength found within the huddle.
Rookie Rally
To sustain engagement during the summer months, we launched Rookie Rally, a traveling field-day tour hitting five key cultural epicenters: San Francisco, Dallas, Denver, Philadelphia, and Boston. This experiential activation was designed to turn passive awareness into community impact, giving parents and youth a hands-on preview of NFL youth initiatives.