Nate Custard // consumer-focused creative director

I worked with the awesome team at Archrival to help breathe new life into the University of Louisville football team’s game-day intro for adidas. The exciting and energizing spectacle featured lights, music, visuals and messaging in line with the concept of “Heart of a Cardinal.” Much of the copy throughout the experience featured three-line messaging as a nod to the adidas “three stripe life” while also playing into the notions of “heart” and the team’s pillar of speed. The line “One Team / One Heart / One Ville” became the hero messaging of the intro, and was also leveraged by the team for recruiting and social media posts to kick off the season. This was a fun one!