Tennessee Titans: Campaigns, Social, Illustration and Retail
Objective + Results
For two seasons T/A Martin Studio worked alongside the Tennessee Titans’ in-house creative team as an extension of the staff: the Code Blue game campaign, two years of Wallpaper Wednesday, award graphics for Derrick Henry’s back-to-back rushing titles, holiday illustrations for National Superhero Day and Star Wars Day, and a retail line for the team store.
Each project below has its own section.
Each project below has its own section.
credits
CLIENT
Tennessee Titans
CREATIVE DIRECTOR
Surf Melendez, Creative Director, Tennessee Titans
PROJECT MANAGERS
Alex Knodel and Lauren Lott, Tennessee Titans
ART DIRECTOR + DESIGNER
T. Adam Martin, T/A Martin Studio
Tennessee Titans
CREATIVE DIRECTOR
Surf Melendez, Creative Director, Tennessee Titans
PROJECT MANAGERS
Alex Knodel and Lauren Lott, Tennessee Titans
ART DIRECTOR + DESIGNER
T. Adam Martin, T/A Martin Studio
Services Provided
›› Art Direction
›› Marketing Campaigns
›› Key Art
›› Social Media
›› Illustration
›› Apparel Design
›› Copywriting
›› Marketing Campaigns
›› Key Art
›› Social Media
›› Illustration
›› Apparel Design
›› Copywriting
campaign
Code Blue
The studio worked with the in-house creative team for the Tennessee Titans to conceptualize and create a campaign logo and design direction for the NFL team's yearly Code Blue game. The game takes place every December in Nashville and the Tennessee fans are encouraged to wear light blue Titans colors to support the team. The team wears an all-light blue uniform for the game, a popular tertiary color of the football club.
The conceptual direction featured a tech-glitched linescreen texture where players and the logo faded in and out with the digital screens. The game was during the Covid-19 era of sheltering-in-place and heavy digital community interaction so the concept reflected this digital world in order to evoke visceral reactions to larger than life (screens) Titans players with emotional photography in order to garner support and hype for the game.
The conceptual direction featured a tech-glitched linescreen texture where players and the logo faded in and out with the digital screens. The game was during the Covid-19 era of sheltering-in-place and heavy digital community interaction so the concept reflected this digital world in order to evoke visceral reactions to larger than life (screens) Titans players with emotional photography in order to garner support and hype for the game.
social
Wallpaper Wednesday
In the sports industry, Wallpaper Wednesday has become a big opportunity for sports entities to flex on social media by providing cool mobile wallpaper graphics. There are no rules here other than everything tends to be tagged #WallpaperWednesday on Twitter and Instagram. Mostly, brands will use the opportunity to showcase upcoming games, promotions or other things they'd like their fan base to know; however, sometimes, the brand will break their style guide and flex by providing cool digital art. All of these cases are showcased below as the studio worked with the Tennessee Titans for two years and provided some of the aforementioned along with a team of their in-house creatives.
social
Derrick Henry Award Graphics
When Derrick Henry closed the season with a second straight rushing title and Offensive Player of the Year honors, the graphics had to go out with the announcements. T/A Martin Studio designed the set: AFC Offensive Player of the Year, NFL Offensive Player of the Year and The King Still Reigns.
photo illustration
National Superhero Day
The studio was hired by the Tennessee Titans to create a showcase image for National Superhero Day to be pushed out on all social channels. The in-house photography team had some great images to choose from so we were able to take one of the images and composite this image of a Titans superhero complete with 3d elements and photo-manipulation. It ended up being a huge hit on social media for the brand.
Project managers: Alex Knodel and Lauren Lott. Photography: Donald Page, Tennessee Titans.
Project managers: Alex Knodel and Lauren Lott. Photography: Donald Page, Tennessee Titans.
illustration
Star Wars Day
The studio was hired by the Tennessee Titans to illustrate and design an image for Star Wars Day. With the popularity of The Mandalorian, the studio pursued an illustration of "The Child", a younger version of the popular Yoda character, in the Titans uniform.
Project managers: Alex Knodel and Lauren Lott.
Project managers: Alex Knodel and Lauren Lott.
team store and pop-up shop
Team Store Retail Line
For the Tennessee Titans, T/A Martin Studio worked with the in-house creative team to design an apparel and merchandise line for a pop-up shop, including writing the line “support local touchdowns” to play into supporting local teams and business.
The rest of the run covers what a team store needs: a hand-drawn script mark, a TITANS badge and Music City Football, which started as a 3x5 flag before ending up on the store wall. The line sold in the team store and at a pop-up shop event. A second local line, Tailbacks & Touchdowns, stayed a concept and was never produced.
Photography: Tennessee Titans in-house photographers.
The rest of the run covers what a team store needs: a hand-drawn script mark, a TITANS badge and Music City Football, which started as a 3x5 flag before ending up on the store wall. The line sold in the team store and at a pop-up shop event. A second local line, Tailbacks & Touchdowns, stayed a concept and was never produced.
Photography: Tennessee Titans in-house photographers.
