ROLE

Creative Director

FOR

Penn State Football

TYPE

Branding & ticketing campaign

Video production

Social media

Print ads

OOH

We are…Penn State.

With ticket sales lagging from recent sanctions, Penn State Football approached us about a branding and ticketing campaign to “put butts in seats.”

Spend gameday at Beaver Stadium and you’ll understand what makes Penn State Football so special. The stadium, the tailgates, the families, even the uniforms. It’s truly an “unrivaled” experience. And we wanted to tap into that ethos as we developed the campaign—we wanted to remind fans what the team means to them.

The work is authentic, raw, emotional, and true to program, the school, and the people of State College. It's a great example of how emotional storytelling can elevate a tired and dated brand—and far exceed traditional sports marketing.

The campaign resonated with fans right away—rallying the base and jump-starting ticket sales. The first year, ticket sales increased by 10,000 and hit 30,0000 in the second year, with a 370% ROI.