CLIENT: National Cheerleaders Association
ROLE: Art Director
DELIVERABLES: Print ads, posters, OOH
ROLE: Art Director
DELIVERABLES: Print ads, posters, OOH
MORE THAN JUST A BOW
NCA’s benefits go far beyond cheer skills, so we highlighted the character that's built in their camps and competitions. The ads, quite literally, depict that growth—each athlete under construction by tiny workers on scaffolding, nodding to the transformation that happens at every NCA event.
NCA’s benefits go far beyond cheer skills, so we highlighted the character that's built in their camps and competitions. The ads, quite literally, depict that growth—each athlete under construction by tiny workers on scaffolding, nodding to the transformation that happens at every NCA event.
THE CHALLENGE
While NCA’s summer camps and competitions were already highly regarded, they came with a high price tag. We needed to reaffirm their value for returning teams and win over those on the fence, showing that the investment paid off in more ways than one.
THE IDEA: LEADERS ARE BUILT HERE
Through the rigorous training of camp and the unity of competition, NCA builds more than cheerleaders—they build leaders. We brought this idea to life by visually constructing each athlete with scaffolding and tiny workers. Think Gulliver’s Travels meets Mount Rushmore, except, you know, cheerleaders.
While NCA’s summer camps and competitions were already highly regarded, they came with a high price tag. We needed to reaffirm their value for returning teams and win over those on the fence, showing that the investment paid off in more ways than one.
THE IDEA: LEADERS ARE BUILT HERE
Through the rigorous training of camp and the unity of competition, NCA builds more than cheerleaders—they build leaders. We brought this idea to life by visually constructing each athlete with scaffolding and tiny workers. Think Gulliver’s Travels meets Mount Rushmore, except, you know, cheerleaders.
What We Made
•Three full-page print ads for national cheer publications
•Poster versions of the ads for cheer gyms nationwide
•Large format versions that could be used in OOH and retail
•Highly detailed photo composites using 100+ miniature worker poses
•Three full-page print ads for national cheer publications
•Poster versions of the ads for cheer gyms nationwide
•Large format versions that could be used in OOH and retail
•Highly detailed photo composites using 100+ miniature worker poses
RESULTS
•Attendance increased for both NCA camps and competitions compared to the previous year
•Cheerleaders saved the ads and displayed them in their gyms—teams even requested poster versions, which we happily delivered
•The campaign’s unique look was widely imitated by competitors
•Cheerleaders saved the ads and displayed them in their gyms—teams even requested poster versions, which we happily delivered
•The campaign’s unique look was widely imitated by competitors
MY ROLE
As Art Director, I contributed to the campaign concept, created the visual direction, and collaborated closely with the photographer and digital artist to bring it to life. From concept sketches to post-production, I guided every visual aspect of the project.
As Art Director, I contributed to the campaign concept, created the visual direction, and collaborated closely with the photographer and digital artist to bring it to life. From concept sketches to post-production, I guided every visual aspect of the project.
Agency: Firehouse
Art Director: Zack Ward
Writer: Scott Spooner
ACD: Greg Hunter
ECD: Tripp Westbrook
Photography: Clay Hayner
Image Retouching: Mike Campau
Art Director: Zack Ward
Writer: Scott Spooner
ACD: Greg Hunter
ECD: Tripp Westbrook
Photography: Clay Hayner
Image Retouching: Mike Campau