49ers

Working concepts for the 49ers 2008 campaign “Put Your Game Face On”. The ad campaign featured professional football players and ordinary people putting on eye black as a transformative process before taking things to the next level of intensity.

The ad campaign revolved around connecting the fans to the football team. Ordinary places and objects could suddenly become something more with the addition of the 49ers eye black. The hope was that the fans would feel more connected, more loyal, and more enthusiastic about the 49ers.