Liberty Mutual Music City Bowl
Following the securing of a new title sponsor in October, I independently led the complete rebrand of the Liberty Mutual Music City Bowl, creating the nationally showcased logo and visual identity and seamlessly integrating Liberty Mutual Insurance’s globally recognized brand into a bold, sports-forward aesthetic. Working directly with a Fortune 100 partner, I built trust and brand fluency, particularly around the beloved Doug and LiMu Emu characters, and incorporated them into both the Bowl’s digital presence and in-venue fan experience while maintaining brand integrity and elevating game-day storytelling.
Alongside brand leadership, I served as the sole creative lead for all visual execution across the Bowl. I designed every graphic asset for social media, printed signage, digital signage, and in-game motion graphics, including the Bowl’s signature wrapped guitars presented as the organization’s trademark “Key to the City” to each participating teams's head coach. In total, I produced 130+ in-game motion graphics optimized for all LED screens throughout the venue, 60+ pieces of printed signage, and countless social graphics supporting a high-volume, multi-platform content strategy. During Bowl Week, I also led a team of 13 creatives, coordinating real-time content capture and execution to ensure accurate, consistent, and comprehensive coverage across Bowl Week events and game day.
The 2025 Liberty Mutual Music City Bowl marketing and social strategy delivered record-setting results across social, media, and digital channels, generating 10.7M total metrics in December alone (+228% YoY), nearly 9M impressions (+305%), and 260K+ engagements (+176%), while growing the audience to 49.6K followers. A highly aggressive organic approach, producing 600+ pieces of content in December and nearly 800 total, drove standout platform performance, including 6.3M Instagram impressions (+308%), 592% growth in Facebook views, and a 686% surge in link clicks, translating reach into meaningful audience action. Beyond social, the integrated campaign secured 822 media and influencer placements, delivering 2.2B (yes, billion ;) in secured media reach and nearly 39B in total FYI reach, alongside 84K+ website visitors over a three-month period.
Content and creative assets were amplified across national and conference-level platforms, including ESPN, the SEC, the Big Ten Conference, Liberty Mutual Insurance, and the participating universities’ official channels. Expanded media exposure also placed the Bowl across Yahoo! Sports, AP News, and additional national outlets. Together, this fully integrated creative and content strategy established new benchmarks for visibility, engagement, and brand impact, positioning the Liberty Mutual Music City Bowl as a nationally recognized, visually cohesive, and highly engaging postseason event.
Project completed October 2025-January 2026
Guitars
Motion Graphics
Part of my current position is to create all in-game graphics including our motion graphics. I create all of our motion graphics 1-by-1 in Adobe After Effects. For this year's game, 62 individual motion graphics were created sized for Jumbotron and Ribbon Board use.
Please note: Due to my current position's workload, these are kept to simple animations and not all are shown. For the purpose of portfolio display, these have been converted in GIFs and downsized.
Branding & Signage
All rights to content belong to the Music City Bowl, Inc. Files are used with permission and may not be sold or used without the written consent of the Music City Bowl, Inc.