To promote the launch of UA BookStores’ fall football apparel, I developed and led a multi-channel campaign centered around the theme “Wildcats Unite.” Inspired by the communal spirit of game day in Tucson, the campaign celebrated school pride, tailgating culture, and the energy of the stadium crowds. I directed the creative concept, shot the photography, and designed all campaign assets across digital, print, and in-store touchpoints.
I organized and photographed the shoot near the stadium, using a larger group of models to capture the camaraderie and excitement of football season. I also designed a custom t-shirt for a limited-time promotion tied to game dates. Deliverables included social content, web assets, in-store signage, print advertising, and email marketing. All aimed at energizing fans and driving both online and in-store traffic.
