Every year the Chick-fil-A Peach Bowl is played as part of the New Year’s Six, which features the top six major NCAA bowl games. Our job is to drive ticket sales and viewership. Making our task more challenging than one would expect? The fact that we can’t use recognizable players and we get less than a month to announce the lineup, build excitement and sell tickets.
As part of the New Year’s Six, the Chick-fil-A Peach Bowl also hosts the Semifinal Playoff game every three years. In 2019, the #1 vs #4 teams competed for a chance to move on to the National Championship. With all eyes on the Peach Bowl, we needed to build anticipation around one of college football’s biggest matchups of the year and heighten the excitement of the Semifinal Game. While we faced limitations on not knowing which teams would make it into the Peach Bowl and the use of real athlete photography, we were tasked with creating a dynamic, action-driven look to position the game as a must-see event. This led us to develop a look that portrayed the high-stakes and emotion of the game through the use of various design elements but more specifically, through the players we chose in our key art. This way, we were able to design the campaign prior to knowing who the qualifying teams were. We transformed generic stock players to be ownable for each team – branding them in their full uniforms – while still making sure the players were unrecognizable as to not use their likeness. The result was impactful in showing the scale and excitement of the game while celebrating specific teams as they advanced in the playoffs.