Michael Mikulec

ESPN

Gamechangers

Creative Director

FBF NY

 

 

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GAMECHANGERS

 

ESPN

Creative Direction, Design

BHC & FBF NY

Gamechangers was a multi-platform branding project focusing on an aspect of a sport often overlooked by the fan, however can change the course of a competition. Nascar was the first sport we were tasked with exploring. Using data, interviews and in-race footage we strove to explore the information in a new and exciting manner.  We used the opportunity to investigate how each platform and medium could best be utilized to deliver the subject matter to the fan in the most effective way possible.

 

We spent a lot of our research understanding the behavioral aspects of the devices we were working towards and audience tastes and tendencies. Originally slated to be an iPad app, we expanded the brand outward to interactive, broadcast and print while constantly challenging the standards.

 

This is a sampling from a 228 page book that was editorialized for the project.