Tito’s Tailgate

Tito’s Tailgate is a promotional giveaway running during the 2022/23 football season. Customers can enter the sweepstakes for a chance to win a catered tailgate experience, customized BBQs coolers, and other prizes. My job was to come up with a visual direction to accompany the promotion.

The initial design direction was inspired by watching games on Sundays and the seeing the loose style of commentators drawing directly on the screen. I love how energetic those lines are during the broadcast, and how imperfectly layered they look on screen. To translate that look to print, I drew football plays in pencil, then scanned them to retain the texture. I combined that with collage-style lettering and other paper elements.

The final step of the project was shooting the themed cocktails and prizes at a tailgate. The rough textures from the print side can also be seen in the video and photos in the butcher paper and blacktop, creating a consistent visual language for the campaign.

I built out the campaign for prizes, POS, restaurants, and bars. I also assisted in art directing the photoshoot that captured images for print pieces as well as the promotional video.