Project Overview:
Coming off a disappointing 2018-2019 season, both the team and fans were disheartened. The public perception of USC’s football program was at an all-time low, with critics vocal on social media and calls for a change at the top. Our challenge was clear: develop a campaign that would reinvigorate fan morale, rebuild trust, and generate excitement for the 2019-2020 season.
Strategy:
Rather than shy away from the reality of a losing season, we decided to own it. We acknowledged the disappointment and frustration of the fans, and, instead of running from the narrative of failure, we turned it into fuel for a bigger comeback.
Our campaign’s creative direction sought to tie USC’s brand back to the gritty, resilient spirit of Los Angeles. Drawing inspiration from the city's vibrant graffiti and art scenes, we crafted a visual and emotional aesthetic that embraced the raw energy of overcoming adversity. This spoke directly to the anger and frustration fans felt, but it also conveyed an unmistakable sense of determination and transformation. The idea was to show that USC’s athletic program wasn’t running from its past—it was learning from it, evolving from it, and using it to fuel a renewed commitment to excellence.
The Football team was initially hesitant about embracing such bold, harsh visuals, we worked with them to tone down the aesthetic while still conveying the core message of resilience. We opted for a more refined version of the graffiti-inspired design, keeping the spirit of the campaign intact but aligning it more closely with the team’s brand. This allowed us to honor the gritty nature of the previous season while maintaining a sense of professionalism that resonated with the team's leadership.
Basketball, on the other hand, fully embraced the street art-inspired visuals, particularly the brick wall graffiti aesthetic. This fit perfectly with the idea of "classic street ball"—a game defined by toughness, skill, and the raw energy of the streets. The basketball team's willingness to dive into the urban, rebellious spirit of the campaign added an exciting layer to the overall narrative.
Importantly, the message of grit, resilience, and overcoming adversity wasn’t just confined to football and basketball. It extended across all USC athletics, tying together every sport under a unified theme of determination and strength. Whether on the football field, the basketball court, or in any of our other athletic programs, the message was clear: USC athletes embody the spirit of overcoming challenges and pushing beyond limits, together as one team.
Outcome:
The response to the campaign was overwhelmingly positive. Fans began to rally around the concept of redemption and personal growth, and the buzz on social media shifted from anger and frustration to excitement and anticipation for the upcoming season. The narrative of the campaign reframed the conversation, reminding everyone that USC athletics was built on resilience. Ultimately, the program’s reputation was not defined by the setbacks but by its determination to rise again. By acknowledging the past, embracing the pain, and channeling it into motivation, the campaign successfully reconnected the team with its fanbase and renewed their belief in the program's potential.