Oakland Raiders

Challenge /

It may sound a bit roundabout, but my friends at Watermark Press connected me initially with the Oakland Raiders. After meeting with the team’s management to discuss upcoming promotional plans, Watermark President Tom Sheffield brought me in to develop a business pitch that would turn heads. The goal: elevate the brand while expanding the Raiders’ geographic (and demographic) fan base.

Make it appeal on both sides of the Bay, in other words.

Solution /

Our approach: an integrated print, broadcast, social, and outdoor campaign that let the fans (and the mark) do the talking. Not your usual pigskin on the gridiron on a blue sky sunny day approach. Instead, I recommended a whole different take that, when it was first presented, did what all good creative does. It acted like a lightning rod, drawing equal measures of shock and awe. It turned heads at the home office and got folks thinking in a whole new way

Arr, matey!

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