'47 @ SUPER BOWL 52

THE PROBLEM

Each year during the biggest football showdown of the season, '47 has a presence in the city that hosts the big game. Along with Dave Bates and Mary Connolly, I helped to create our look and feel for the SB52 collateral.

THE IDEA

The idea for our SB52 aesthetic was to create an extension of our 2017 NFL Campaign (seen here). This campaign celebrated us as the brand of the fan. Fans come in all forms and show their team pride in many ways. We aimed to capture this rambunctious spirit with a face paint campaign unique to each NFL team. See below for the first installment of this campaign.

THE SOLUTION

Using our 2017 NFL Campaign seen above as a platform, we created new content with new models that featured the Northern Lights theme of SB52. In addition, we featured one of our new lines of headwear called '47 Elements, which is season-specific product aimed to help you fight the climate. The winter headwear highlights insulated material, reflective embroidery, and water-resistant exteriors. Another way that we brought these technical elements to life was by making animated GIFs out of the photo sequences from the '47 Elements photoshoot. See below for how this idea came to life.

THE COLLATERAL

Product Informational Plaques - small plaques in the '47 Elements area explaining the new line of headwear.

NFL Campaign Wall - large wall divided '47's space at the NFL Shop depicting our 2017 NFL Campaign as an evolution towards our SB52 campaign.

Social GIFs - GIFs for '47 social channels embodying the spirit of the fan and featuring '47 Elements headwear (see photo selects and photo edits below).

Podium Ideation - see my research and SketchUp proposal for the '47 Element's podium to display the new line of headwear.