As Manny Diaz entered his first season as head coach of the Miami Hurricanes Football team, he ushered in the era with the phrase, "The New Miami" or TNM for short. Diaz explained this renewed mentality as being driven by the elements that led to the program's past success. With that sentiment in mind, I devised a plan to review film from all of Coach Diaz's available speaking engagements (press conferences, donor events, post-practice interviews, etc.) to create a list of words that described "The New Miami" to Hurricanes fans. The campaign would in essence feature recognizable words that fans could easily identify with based on their affinity with our brand, blended with striking imagery to evoke excitement for the upcoming season.
My next step was to narrow down the TNM campaign word list and loop in our lead graphic designer, Kyle Stopperan, to conceptualize the design. We reviewed several customizable templates for this project before finally landing on this template that allowed us the flexibility to exchange text/graphics/video elements easily for additional marketing content (Club Level Seating, Luxury Suites, Fall Training Camp, etc). I was responsible for selecting the text and imagery content while Kyle worked with the video department to fill in the necessary gaps with appropriate video clips.
After several rounds of revisions to the video, we prepared a version to present to the school's Deputy Athletic Director. The campaign concept was approved based on the successful execution of this video. Additional campaign video, print, web and social media content were created to support the campaign.
