108TH ROSE BOWL GAME CAMPAIGN

ART DIRECTOR
CAMPAIGN DEVELOPMENT
BRAND DEVELOPMENT

In our eighth year as the agency of record for the Rose Bowl Game, we partnered with illustrator Gilang Bogy to breathe life into an original work of art across advertising, social media, and marketing platforms. Transitioning from the lead designer role in the past four out of five Rose Bowl Game campaigns, I took on the position of art director for the 108th Rose Bowl Game, collaborating closely with Gilang to craft the key art.

As the art director, my responsibilities included curating a selection of illustrators to design the key art and supporting visual elements for the campaign. The chosen key art had to be adaptable for repurposing in secondary and tertiary ancillary marketing materials and advertising. Our produced marketing materials ranged from lapel pins, buttons, posters, handbooks, to credentials and parking passes. Additionally, we took charge of advertising through Google, Facebook, and Spectrum, and played a crucial role in developing the logo for the key art.