2022 Heisman Campaign
Creative Brand Launch: Jonathan Chaves, Radmen Niven, Juan Reyes, Eugenio Velasco, Rob Washington
Art Direction: Jonathan Chaves
Website Design: Jonathan Chaves, Juan Reyes
Photography and Motion Design: Rob Washington
Video Direction and Production: Eugenio Velasco, Juan Reyes
In the midst of the 2022 Football Season, it had become apparent that Caleb Williams, quarterback for the USC Trojans, was playing himself into prominent Heisman contention.
After consulting with coaching staff and athletic support staff, we had come to the agreement that after in-conference play was finished, we could begin to launch his entire brand campaign.
The in-house creative team for USC Football, consisting of Jonathan Chaves, Radmen Niven, Juan Reyes, Eugenio Velasco, and Robert Washington, in addition to the collaboration of Caleb William's advisors and teams, had come to the creative solution of launching the "He is..." campaign. Playing off of the first four letters of the world "heisman", and using that as a means to express to the mass media of who Caleb is, both on and off the field, the team went to work making hundreds of assets and designing a website.
At 1:08 PM on November 28th, his official campaign was launched. Support staff and other student athletes were tasked with finding one of these tiles, and posting it to their socials. Our objective was for his teammates and support around him to promote him, focusing on the importance that he holds with his teammates.
The team focused on three buckets: The Person, The Player, The Platform. Caleb differentiated himself quite a bit from the other three finalists in that he was actively involved in the community through his charitable organizations, and separated himself as just a "football player" by individualizing himself in fashion and culture. The Player spoke for itself, but Caleb stood out from the crowd because of the other two.
Our main goal was to get Caleb in the eyes of anyone, and everyone, involved with college football, on all social platforms. The objective was to keep Caleb fresh in everyone's minds at all times.
https://www.he13man.com/person
