Most people are unaware of the NFL’s youth programs due to disorganization and hard to find info. This is why the NFL tasked us with creating a 360 umbrella campaign to unify its youth programs and spread awareness about the brand’s initiatives to better kids’ futures. Through comprehensive research spanning from the fall of 2025 to the spring of 2026, we came up with the “Eyes Up” campaign. Designed to bring confidence to our “Visionary” target audience and help them “Look Beyond The Game.”
Eyes Up Campaign Manifesto
Our Visionary target audience is segmented into casual fan mothers, whom we’ve deemed the “Playmakers,” and 6-13-year-olds divided into two groups: The “Social Butterfly” (who values friendship over winning) and “The Achiever” (who equates winning with accomplishments. Based on our research, we’ve put an emphasis on girls and Latinos, as they are often underrepresented in youth sports.
Out of Home
Branded Metropolitan Transportation Authority (MTA) bus wrap—the largest public transit authority in North America
Lenticular Display—changes based on height of viewer
Our doodle imagery and art style are designed to appeal to our child audience, whose interests influence the Playmakers’ decision to get them involved. Our primary colors—blue (Social Butterfly), red (Achiever), green (Playmaker)—represent each persona, respectively, while yellow reflects the NFL’s legacy. Our doodles follow a similar theme and are meant to appeal to our personas based on their motivations.
Digital
Branded Roku home screen-Roku is an incredibly accessible option for most households and a prime facilitator of co-viewing between parent and child.
Branded Roku City-even when co-viewing is done, our Roku City will keep eyes up and curious
Branded Microsite-Where all NFL programs and information will be streamlined.
Branded Instagram Carousel-Promoting NFL Play 60 to our Social Butterflies who value having fun and friends
Merch
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Eyes Up Owala Bottles
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Owala Purchase Supports GENYOUth
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Eyes Up Airforce 1's
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Nike Purchases supports BGCA
Spot Ads
Social Butterfly Spot Ad
Accidental Hero
Targeted at Playmakers and Social Butterflies as they co-watch streaming services such as YouTube and Disney+. This spot is meant to show the Social Butterflies that connection is built through the NFL!
Achiever Spot Ad
The Right Voice
Targeted to our Playmakers and Achievers—who take losses personally. This spot cuts through the doubt and reminds them to get their eyes up when they lose sight of the bigger picture.
Inspiring Girls to Keep Their Eyes Up
Rewrite the Statistics
Highlights our Latina audience and is designed to scale globally by airing during the NFL’s record-breaking nine international games.
MVP Caliber
A custom spot to ensure every fan hears Eyes Up at the biggest moment of the NFL season: the halftime show. This spot shows a nice moment of humour for the Playmaker between the Achiever and the Social Butterfly, reaffirming our commitment to them.
Texas State University team 706
Creative Team:
Creative Director: Aeron Shipp
Lead Designer & Producer: Aaron Huerta
Lead Producer & AD: Ailee Lozano
Lead Producer & Jr. AD: Michael Sangoy
Art Director: Devon Prentis
Art Director: Charlize Cosmas
Copywriter: James Almaraz
Copywriter: Noah Morse
Jr. Designer: Chloe Boyd
Designer: Emily Chu
Designer: Clint Pickett