- Jacksonville Jaguars
- —
Jacksonville Jaguars #WinToday Campaign – Phase I
The #WinToday campaign stands out as one of the most memorable, exciting and extensive campaigns in Jaguars marketing history. The phrase “Win Today” was coined from a soundbite pulled from Tom Coughlin’s introductory press conference, where he emphasized his goal to establish a winning culture immediately. The campaign spanned several months and employed a two-phased approach: the first phase highlighted the players’ grit, toughness, and tenacity, while the second phase focused on the fans, placing them at the forefront of a 360-degree campaign. This comprehensive strategy spanned outdoor billboards, print media, and digital channels, including email, landing pages, and social media campaigns.
- Art Direction, Design
Image Selection & Treatment
Before starting the design, I had a clear vision of the imagery style I wanted to achieve. My goal was to make the players appear larger-than-life on billboards and other supporting assets. To accomplish this, I sought out the most fierce, expressive, and energetic photos available, selecting a mix of in-game and studio shots. Once the images were chosen, I aimed to create uniformity and visual interest by applying a monochromatic effect. This involved converting the images to black and white, increasing the contrast to emphasize their superhuman physical features, and highlighting teal, the team’s primary color.
Creative Asset Development
After selecting and treating the images, the campaign naturally took shape. Emphasizing the monochromatic look, I extended this style into the overall creative design. Each piece featured either a stark white background with black visual elements or black with white visual elements, all playing off of the teams color palette of black, white and teal. This cohesive approach was implemented across various assets, including out-of-home billboards, web and landing pages, social media ads, magazine covers, and more.
