At 4-12, the 2013 Jacksonville Jaguars were not a good team. And hadn’t had a winning season since 2007. But Shad Khan, their new, dynamic owner is passionately dedicated to rebuilding the franchise. The Jags hired an exciting new front office and charismatic head coach. Started stockpiling young talent through two successful drafts. Even changed their uniforms. Still, the team understood playoff caliber football was a few years away. But for 2014, the Jaguars were making game-changing renovations to EverBank Field — adding the world’s largest video screens, cabana suites with pools, on-field seats, and NFL Red Zone screens with fantasy football updates. The franchise was also looking for a new agency of record at the start of all these changes. During that period my role was to lead as art director on the pitch. After several months and several rounds our agency won the business.
As the Jaguars brand new agency, both we and the team knew we couldn’t convincingly sell winning football and meet their goals: 1) Reverse the recent downward trend in season ticket sales. And 2) Attract the young “millennial”crowd. What we could sell, though, was the most incredible game day experience in the NFL. Which we positioned as “Fantasy Football. For Real.” A huge executional challenge for us, though, was that none of the stadium upgrades would be completed in time for production. We had to infer or create renditions of them based on architectural drawings for every execution. But our efforts paid off —season ticket renewals hit 86%, and year-over-year season tickets sales rose by 7,000 to a total of just under 45,000 sold, which ranked in the top six in the NFL.