Creating a campaign for USC Football brought about a unique set of opportunities. You're competing for attention in a crowded LA market complete with professional teams including the Lakers, Clippers, Rams, Chargers, Dodgers, Angels, and Kings. Second, your dealing with a school directly tied to the entertainment industry in Hollywood. With so many competing factors, we decided to lean into USC as a film and television school and go for a futuristic look that elevated the brand identity into a league of it's own.

This gave me the idea to create an identity inspired by 3D motion graphics seen on Network broadcast packages such as those on ESPN, Fox, and NBC. After presenting the concept to the Head Football Coaches and Athletic Director, I built out a full package of assets that could be used as templates for before, during, and after our games.