Big visuals. Clear ideas.

Overview

As Lead Designer, I developed a large-scale out-of-home campaign for Big Ten Conference in collaboration with Discover Financial Services, one of the event’s largest sponsors. The campaign was strategically designed to dominate high-traffic areas surrounding the stadium during championship weekend, blending brand storytelling with football-inspired visual design.

The project included:

• Large-format building wraps positioned near the stadium entrance

• Motion graphics displayed on three LED screens mounted to a mobile advertising truck

• A cohesive visual system adaptable across static and motion executions

Concept & Creative Direction

After multiple rounds of iteration, I landed on a concept that merged iconic football visuals with Discover’s recognizable branding system.

The final creative centered around:

• Football goal posts as the primary framing device

• Discover’s signature blue card acting as the “football” traveling through the uprights

• A split-layout system with messaging on the left and supporting visuals on the right

This structure created a clear visual hierarchy while naturally guiding the viewer’s eye vertically across the installation.

The phrase “It’s Goooooooood” referenced the classic field goal call, instantly connecting the campaign to the emotional language of football culture while reinforcing positive brand sentiment.

The motion content carried over the same visual language:

• Animated goal post transitions

• Moving card elements

• Dynamic typography

• Football-inspired pacing and energy

This allowed the campaign to feel unified across both architectural and mobile environments.

The Challenge

The primary challenge was creating a campaign that could:

• Stand out within an extremely crowded event environment

• Visually connect Discover’s brand identity with the energy of college football

• Communicate messaging quickly to both pedestrian and vehicle traffic

• Maintain legibility and impact at massive scale

The location itself played a critical role. The installation sat directly on the corner of a building just steps away from the stadium, making visibility from multiple angles essential. Every design decision had to work at distance, at speed, and within seconds of attention span.

Design Strategy

Environmental Placement

Since the display wrapped a highly visible corner near the stadium, the composition was intentionally designed to work from multiple viewing angles. The vertical format amplified the scale of the building while mimicking the proportions of a football field.

Typography & Readability

Large typography and high color contrast ensured readability from long distances. Messaging was intentionally concise to maximize retention for fast-moving pedestrian and vehicle traffic.

Brand Integration

Rather than forcing sponsorship branding into the experience, the design embedded Discover naturally into the football metaphor:

• Goal posts symbolized success and scoring

• The Discover card became the football itself

• Brand colors reinforced recognition without overwhelming the composition

Motion Graphics Extension

In addition to the static displays, I designed motion graphics for a mobile advertising truck equipped with three large LED screens.

The truck circulated throughout major traffic hotspots around the stadium, extending the campaign beyond the fixed installation and increasing brand exposure throughout championship weekend.

My Role

As Lead Designer, I was responsible for:

• Creative direction

• Concept development

• Visual design system creation

• Large-format layout execution

• Motion graphics design

• Brand integration strategy

• Collaboration with BIG 10 stakeholders and sponsor teams

• Iterative refinement from concept to final production

Outcome

The campaign successfully transformed a high-traffic stadium corner into an immersive branded experience that connected sports culture with sponsor storytelling in a visually memorable way.

By combining environmental scale, sports symbolism, and motion-based advertising, the project created a cohesive multi-platform campaign that captured attention before fans even entered the stadium. Which, in advertising terms, is considered a miracle because most people ignore giant visuals unless they’re on fire or attached to a celebrity scandal.

The final result balanced:

• Brand recognition

• Event energy

• Environmental storytelling

• High-impact visibility

• Cross-platform consistency