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.




Media Strategy & Buying, Creative, Video Production


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Veronique James


Veronique founded The James Agency (TJA) in 2005 with the goal of creating an agency focused on open communication and transparency with clients and employees. Today, the award-winning, integrated agency specializes in consumer advertising, public relations and digital and continues to exemplify Veronique’s original vision.

Veronique and her team collaborate to produce creatively-fueled, results-driven campaigns that help clients achieve their goals and positively impact their bottom line. Under Veronique’s direction, TJA has been honored with numerous industry and culture awards, including being named to the Inc. 5000 and Entrepreneur Top Company Cultures lists.

Actively involved in the community, Veronique is currently a member of Entrepreneur’s Organization, Arizona Chapter. She served as the organization’s third female president in 2017/2018. She has received numerous accolades for her leadership, entrepreneurship and community involvement.

Veronique is originally from Southern California and graduated with a BFA in Visual Communication from the University of Arizona.

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