SITUATION When I inherited Ford’s longstanding sponsorship of the Atlanta Falcons, it was little more than a logo on the sidelines. Previous activations were surface-level—focused on visibility, not emotion. There was no connective tissue between the brand and the fans, no story that made Atlantans feel like Ford was one of them. At the same time, both brands were facing serious headwinds: Ford was struggling for relevance during a brutal recession, and the Falcons were still battling public fallout from the Michael Vick scandal. Fan trust was fractured. Brand sentiment was low. What we needed was a deeper, more human way to rebuild—and a creative platform powerful enough to turn spectators into believers. TASK Reignite passion for the Falcons while restoring excitement, trust, and relevance for Ford in the Atlanta market. We needed more than a campaign. We needed a movement—one that would unify fans, uplift the team, and position Ford as a true part of the city's DNA. ACTION As Creative Lead, I led the development of "Defend the Dome", a multi-platform campaign designed to shift Ford from a logo on the sidelines to a symbol of pride, loyalty, and grit in Atlanta. Every touchpoint became a rallying cry. Every idea was built for fans, not just viewers. • Television spot featuring All Pro defensive end John Abraham • In-stadium hype videos with Matt Ryan, Tony Gonzalez, Michael Jenkins, Michael Turner, and more • Stadium signage, LED fascia animations, and online takeovers • Pre-game player intros and on-field activations that gave fans front-row intensity • Experiential elements like vehicle displays, a “tackle bag” hit meter, and game-day giveaways that broke engagement records • Microsite featuring Ford’s first-ever 3D CG football gaming platform, capturing fan data and time-on-site • Created a John Abraham action figure fan giveaway—20,000 handed out, immediately flipped on eBay for $50+ • Branded superfan wardrobe worn by a Ford-sponsored fan, regularly spotlighted by Fox Sports • Halftime concert presented by Ford featuring Robin Thicke • Inspired original music videos from Atlanta hip-hop and country artists—all unpaid, all inspired by the movement • Presented the full concept to Falcons leadership, community influencers, and player reps to galvanize participation and amplify cultural momentum RESULTS • JWT’s Big Idea Award winner • Covered by Sports Illustrated, local broadcast, and national sports press • Fan culture adoption—“Defend the Dome” became a phrase, a meme, a mindset • Social and in-game engagement hit all-time highs • Lift in vehicle interest and brand favorability across key regional metrics • Revitalized Ford’s local reputation—no longer a sponsor, but a symbol of fan loyalty REFLECTION This wasn’t just a campaign—it was a comeback story. “Defend the Dome” proved that when you speak with fans, not at them, brands can transcend marketing. Ford went from the background to the heartbeat of a team’s resurgence. We didn’t just defend the dome—we helped rebuild a community of passionate fans for both Ford and Falcons. And when's the last time you heard of an ad campaign inspire recording artist to include your tagline in their music.