Audible called. Victory secured.
The Playstation® Fiesta Bowl engaged with TJA to create a campaign for the 50th anniversary of the iconic Arizona bowl game included in the New Year’s Six. But as Covid-19 ripped through the country, the 2020 college football season became “the season that almost wasn’t.”
With details like cardboard-cutout fans and simulated crowd noise becoming standard, we were inspired to build a message for the Fiesta Bowl that was both bold and reassuring. With the tagline “New Year. New Game.”, the campaign acknowledged the duality between a pandemic bowl game and the normalcy of change. What resulted was a bright, clean multimedia endeavor that encouraged everyone (fervent fans and curious couch-goers alike) to enjoy a desert tradition.
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