Sports Illustrated, Sportsman of the Year
Since its inception in 1954, Sports Illustrated has annually presented the “Sportsman of the Year” award to “the athlete or team whose performance that year most embodies the spirit of sportsmanship and achievement.” In light of the award’s history, iconic recipients and every sports fan’s love of nostalgia, the promotional campaigns featured past recipients and asked consumers to consider, “Who Will Be Next?”. In addition to overseeing the print, digital and OOH campaigns, I was also responsible for original content development and custom brand integration for sponsors at the annual award celebration. One of the more interesting venues for this party from a creative perspective was the IAG Building in NYC, which is home to one of the largest high-resolution video walls in the world, making for a fun “canvas” to design and produce a content experience on.
As with any annually reoccurring promotional campaign, the greatest challenge was establishing an aesthetic that consistently represented the Sportsman brand yet could be easily differentiated from the previous year.