Integrated Campaign, Brand Systems, Environmental Design, Experiential, InteractiveBig12: Fan Festival
PROBLEM
With the conference expanding to 16 schools, the Big 12 needed a fan experience that could unite its diverse fan base in one place while celebrating the unique culture of each program. The challenge was to create a festival environment that elevated the traditional fan fest while seamlessly integrating sponsors in ways that felt authentic to the experience.
CREATIVE SOLUTION
Bringing the conference’s expanded identity to life, we created Big 12 BLVD, an experiential platform designed as a vibrant street festival celebrating the culture of all 16 schools. The boulevard combined larger-than-life storefronts, interactive sport courts, entertainment, and discovery-driven activations that reflected the traditions and personality of each program.
LEADERSHIP
As Creative Lead, I directed the design and execution while leading a team to develop a scalable and cohesive system, visual language with a modular framework and branded touchpoints. In close partnership with production and stakeholders, I led the project from concept through on-site execution, managing timelines, workflows, and alignment across a complex build.
RESULTS
Debuting in December 2024, Big 12 BLVD scaled into a multi-season platform, expanding into basketball in 2025 and continuing into its second year. The experience drew nearly 15K attendees for football and ~3K daily across a two-week basketball run, with the sport court emerging as a top engagement driver. Appearances from the Kansas City Mayor and NBA talent further reinforced its cultural relevance and sponsor visibility.
Kansas City, Missouri • Wildcard Agency