88th Goodyear Cotton Bowl Classic

As Art Director for the 88th Goodyear Cotton Bowl Classic, I led the continued evolution of a fully integrated campaign system designed to carry one of college football’s most iconic events into a new era.

The Classic is more than a game. It is an experience that brings people together across borders, cultures, and backgrounds, uniting a shared celebration of athleticism and the human spirit. Building on the foundation established in the 87th campaign, we developed “Bridge from the Past, Road to the Future,” a design system that positions the Cotton Bowl as both a legacy event and a forward-looking platform at a pivotal moment in the sport.

During our second year of partnership, the landscape of college football was rapidly evolving, from playoff expansion to new forms of player access and engagement. The campaign responded to this shift by embracing change while honoring tradition, giving the Cotton Bowl a bold voice at the dawn of a new era.

Visually, the system expands on the “eternal crossroads” concept, using dynamic gradient light trails inspired by the Field Scovell Trophy to represent speed, movement, and a passage through time. Sharp line breaks within the trails subtly reference Goodyear through automotive-inspired motion, creating a cohesive and ownable graphic language that carried across every touchpoint.

I directed the development and execution of 700+ deliverables across social, digital, print, environmental, and in-stadium applications, alongside real-time content captured and deployed throughout bowl week and game day. The result was a dynamic, immersive brand experience that extended from national marketing efforts to in-game presentations at AT&T Stadium.

The campaign earned a Gold Davy Award for Integrated Campaign and Campaign of the Year from the American Marketing Association Dallas/Fort Worth, marking the first unanimous win in the category.

This work further established a scalable creative system for the Cotton Bowl Classic, reinforcing its role as a shared cultural moment that continues to evolve with the future of the game.