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There is always a sense of battle in competition, especially in the sport of football. The goal was to show the feeling of an epic battle brewing with the focus; not so much on the actual fight, but the bonding of the University of South Florida community (athletes, students, and fans). When it launched in the fall of 2015, the team and university received immediate attention and excitement from local and national media outlets, as well as the USF community.

By the end of 2015 season, the school had the 6th largest percentage increase in one quarter of all CLC (Collegiate Licensing Company) universities. The marketing campaign included TV, radio, print/digital outdoor billboards and traditional print advertising.

Standing alongside exceptional work from NBA, NFL, MLB and MLS organizations, USF’s “Bulls Unite” campaign was one of only two collegiate campaigns recognized by the National Sports Forum and the only collegiate campaign to be named a finalist for the “Overall Award of Excellence.” The “Bulls Unite” campaign was also among six finalists in the “Print,” “In-Stadium/In-Arena” and “Out-of-Home” ADchievement Award categories.

NSF ADchievement Award article here



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The ability to ideate a truly compelling marketing campaign is, at least in our industry, relatively common. But, to have the ability to take the concept and bring it to life and have it truly impact the brand in a positive fashion, that is truly uncommon. Mike was able to help our brand at a time when we needed it most. His work was not only appreciated locally by our students, alumni, and fans, but also nationally by the National Sports Forum who in February of 2016 recognized the Bulls Unite campaign as one of the best in the nation among all sports franchises; in fact, it was the only collegiate campaign in the nation that earned the recognition for excellence.
— Andrew T. Goodrich, Senior Associate Director of Athletics | USF