Research

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Creative Strategy

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Concept Development

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Visual Storytelling

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Art Direction

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Logo & Naming

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Brand Extension / Identity

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Ad strategy & Design

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Video Design & Promotion

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Ai Art & Video Direction Prompting

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Web & App Design

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Copywriting

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Food Styling

Research | Creative Strategy | Concept Development | Visual Storytelling | Art Direction | Logo & Naming | Brand Extension / Identity | Ad strategy & Design | Video Design & Promotion | Ai Art & Video Direction Prompting | Web & App Design | Copywriting | Food Styling

The Idea

While watching this year’s Super Bowl, I started wondering whether a small business had ever had the opportunity to advertise on such a massive stage. That question sparked a simple but powerful idea: what if there were a campaign where the NFL hosted a competition, giving one small business the chance to win a fully funded Super Bowl commercial?

“Every Yard Counts” was born from that thought - creating a pathway for small businesses to step into the spotlight and share their story with millions.

Inspired by the concept of the butterfly effect, the campaign highlights how small actions can lead to powerful, far-reaching outcomes. A single moment like a customer interaction, a breakthrough idea, or a step forward, can create a ripple effect that grows into something much bigger.

The Build

Every Yard Counts is built on the idea that big wins are made up of small, meaningful gains. Just as every yard on the field moves a team closer to the end zone, small businesses play a vital role in driving their communities forward. This campaign celebrates their determination, resilience, and impact by giving them a national platform, showcasing how everyday efforts, often unnoticed, contribute to something much larger. Success isn’t just about the final score; it’s about every step, every effort, and every business that helps move the game forward.

The campaign comes to life through a global digital competition where entrepreneurs submit short videos sharing their story, mission, and impact. Audiences are invited to engage by voting for their favorite entries, creating a sense of connection and momentum throughout the process. In the end, one winning small business earns a fully funded Super Bowl commercial, turning their story into a moment on one of the world’s biggest stages.

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Field Advertisement

Bus Stop Advertisement

Video Advertisement

  • Frame 1: LeatherMaker

  • Frame 2: LeatherMaker (making shoes)

  • Frame 3: LeatherMaker (making belts)

  • Frame 4: Close-up Shot Of Football

  • Frame 5: Butterfly Effect Shot

  • Frame 6: Montage

  • Frame 7: Small Business Example

  • Frame 8: Small Business Example

  • Frame 9: Small Business Example

  • Frame 10: Campaign Purpose

  • Frame 11: Call To Action

The Drawing Board

This campaign is designed with human connection at its core. I wanted to inspire action, by evoking human emotion, creating a tone that is both empowering and deeply authentic. By tapping into a sense of nostalgia and real human experience, Every Yard Counts encourages audiences to see themselves in these stories. The goal is not just to capture attention, but to build a genuine emotional connection that motivates people to support small businesses in their goal to develop something bigger. 

  • App Frames / Prototype

  • Web Frames / Prototype

  • Logo Breakdown

  • Process

  • Video Advertisement Research

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