When UF Health set out to create an in-game promotion for Ben Hill Griffin Stadium, the challenge extended far beyond producing an engaging video. With more than 90,000 fans and one of the loudest environments in college football, traditional voiceover-driven storytelling simply wasn't an option. As Creative Director, I developed a concept that relied on bold visuals, kinetic editing and carefully crafted sound design to deliver a clear, memorable message that could cut through the energy of game day.
The spot centered on a familiar ritual shared by every Gator fan—the excitement and anticipation of gearing up before kickoff. By connecting that tradition to the importance of protecting your heart, the campaign concluded with the message, "When Gator Nation gears up, everybody wins." Designed specifically for the stadium's massive video boards, the piece leveraged visual storytelling, typography and music rather than dialogue, ensuring the message remained impactful even in an environment where spoken words would likely go unheard.
As Creative Director, I led the creative concept, art direction and sound direction for the project, collaborating closely with our producer, storyboard artist and production team to bring the idea to life. The result was a purpose-built stadium experience that demonstrated how understanding the context in which audiences consume media can shape stronger, more effective creative solutions.
Creative Director: Selena Carter
Producer: Garrett Hall
Storyboards: Carlos Campos
Video Production: Chris Bilowich and Studio 601