NFL 100 was built around the league's centennial as a premium fan-facing campaign system, using athlete photography, gold accents, CGI enhancements, and sharp copy to make each experience feel like part of a larger celebration.
The work was developed with 160over90 for NFL, keeping strategy, craft, production, and delivery connected from the first idea through final output.
As Senior Art Director, I worked with a team of designers and ACDs Joel Kennedy and Rachel Yanovski to define the overall campaign look, then bring it to life through shoots, compositing, and production craft. For Saquon Barkley, we captured a range of athletic poses in studio, then built the final images around the NFL 100 gold language: empty-bar squats became golden-plate lifts, the gold football was intensified in post, and every frame was tuned so the CGI, photography, copy, and composition felt like one polished system. For Travis Kelce, we shaped the microsite imagery around celebration and spectacle, shooting with petals practically, keying them cleanly, and layering additional elements so the final compositions felt full, bright, and alive without losing control.
The project sits across digital campaign, brand strategy, creative content, so the solution had to work as both a strong creative read and a practical system people could understand quickly.
I focused on the decisions people feel before they notice them: hierarchy, pacing, interaction rhythm, image language, and the small details that make the work feel finished.
The result is a immersive experience that makes NFL 100 feel clear, memorable, and built for the audience it was meant to reach.
