Goodyear Cotton Bowl Classic

90th Anniversary Campaign

As Art Director for the 90th Goodyear Cotton Bowl Classic, a College Football Playoff Quarterfinal, I led the development of a milestone campaign designed to honor one of college football’s most historic traditions while redefining how fans experience the game.

Marking the 90th anniversary of the Classic, the challenge was to create a campaign that could carry the weight of legacy while evolving alongside a rapidly changing College Football Playoff landscape. With the expansion to a 12-team format and increased national attention, the Cotton Bowl needed to stand out not just as a game, but as a defining moment within the postseason.

The concept, “The World of the Game,” positions the Cotton Bowl as an immersive universe rather than a singular event. The campaign captures the full experience of the Classic, from tunnel to turf to stands, bringing fans into the energy, scale, and emotion that define the moment. Instead of simply promoting the game, we built a system that reflects what it feels like to be there.

Visually, the design system draws directly from the architecture and materiality of AT&T Stadium and the Cotton Bowl trophy. Structural steel, glass, and chrome-inspired finishes informed typography, iconography, and framing devices, creating a cohesive visual language rooted in place. The 90th anniversary mark functioned as a flexible, commemorative layer, designed to scale seamlessly across motion, environmental graphics, social content, and large-format applications.

I directed the creation and execution of 500+ deliverables across social, digital, print, environmental, and in-stadium applications, alongside real-time content captured and deployed throughout Bowl Week and game day. The campaign extended across the Dallas–Fort Worth Metroplex and into the stadium itself, creating a unified, immersive brand presence at every touchpoint.

The results reflected the scale of the moment, delivering 21.6 million viewers, significant audience growth across social platforms, and a fully realized fan experience that connected audiences before, during, and after the game.

This work represents the culmination of a multi-year creative system for the Cotton Bowl Classic, demonstrating how a brand can evolve from a campaign into a fully realized world that fans don’t just watch, but step inside.