Tito’s Tailgate

TITO’S
ART DIRECTION, DIGITAL CAMPAIGN, POS

The Assignment

Tito’s Tailgate is a promotional giveaway running during the 2022/23 football season. Customers can enter the sweepstakes for a chance to win a catered tailgate experience, customized BBQs coolers, and other prizes. My job was to come up with a visual direction to accompany the promotion.

The Look

The initial design direction was inspired by watching games on Sundays and the seeing the loose style of commentators drawing directly on the screen. I love how energetic those lines are during the broadcast, and how imperfectly layered they look on screen. To translate that look to print, I drew football plays in pencil, then scanned them to retain the texture. I combined that with collage-style lettering and other paper elements.

The final step of the project was shooting the themed cocktails and prizes at a tailgate. The rough textures from the print side can also be seen in the video and photos in the butcher paper and blacktop, creating a consistent visual language for the campaign.

Deliverables

I built out the campaign for prizes, POS, restaurants, and bars. I also assisted in art directing the photoshoot that captured images for print pieces as well as the promotional video.