Dos Equis 2020 College Football playoff Sponsorship Campaign

In 2020, our creative team was tasked with rebranding the art direction for Dos Equis, the Official Beer Sponsor of the College Football Playoff, refreshing the look after several years of using the same visual look. As the brand’s largest and most high-profile sponsorship, the College Football Playoff campaign represented our most significant and prestigious project of the year. The designs below are my submissions for the new visual direction that was ultimately selected by the client as the final campaign look.

“To College football fans, generic tailgates, foam fingers, and pom poms aren’t all that relevant.
What true fans really want is a more authentic connection to their team.
As the Official Beer Sponsor of College Football, Dos Equis is stepping up to be that official link between the fans and their team.
Because this year, we’re giving fans what they really want all season, when we…
Make it Game Day Official.”