Preface
This is one of my favorite case studies. Not only was it a powerful part of a turnaround story, an incredible collaboration, and an innovative way to engage fans, but it also lived far beyond paid media. Defend the Dome became a rallying cry yelled in stadiums, echoed in songs by local artists of both hip-hop and country, and a top-performing activation that became Ford’s longest-running sports platform. From online video games and social media content, TVCs and billboards, to official fan and custom action figures—Defend the Dome broke engagement records and brought together a community that embraced not only Ford, but also each other.

 

The Challenge: Forging Cultural Relevance from Corporate Sponsorship

Ford’s Atlanta Falcons sponsorship was an ineffective logo placement, linked to two struggling brands facing low relevance and fan/customer trust. The challenge was massive: convince both corporate entities to abandon low-risk transactional sponsorship for a high-risk, emotional, cultural movement. The goal was to ignite Falcons fandom and rebuild Ford’s reputation in Atlanta by connecting both brands to the city’s deep pride and grit.

 

The Pitch & Action: Directing a Movement, Not a Campaign

As the Creative Director, I conceived and led the creation of "Defend the Dome," transforming Ford from a passive logo into an indispensable, fan-centric rallying cry. My role involved championing a creative vision that extended far beyond paid media.

• Conceptual Breakthrough: I sold the vision of "Defend the Dome" as a genuine cultural movement, arguing the investment had to be in community pride, not just impressions. This high-risk approach ensured the platform lived organically outside of the stadium.

• End-to-End Craft & Celebrity Integration: I personally directed the execution of this multi-platform movement:

  • Filmic Narratives: Directed TV and in-stadium films featuring team legends (Matt Ryan, Tony Gonzalez, John Abraham) that established the emotional narrative.

  • Culture Creation: Championed experiential and musical collaborations that led local artists (both hip-hop and country) and fans to organically adopt the phrase.

  • Experiential Scale: Oversaw the creation of TVCs, billboards, custom fan action figures, and a 3D gaming microsite, seamlessly blending digital and physical assets.

• Longevity & Platform Building: This strategic shift became Ford’s longest-running and highest-performing sports platform, proving the commercial viability of cultural immersion.

 

The ROI: Turning Fans into Believers, Brands into DNA

"Defend the Dome" was a massive part of a brand turnaround story, breaking engagement records and achieving results that traditional media budgets couldn't buy:

• Cultural Adoption: The phrase was organically adopted by fans, artists, and local media, becoming a rallying cry yelled in stadiums and echoed in local songs.

• Business Impact: Engagement, brand favorability, and vehicle interest reached new highs, transforming Ford into a symbol of loyalty, not just a sponsor.

• Industry Validation: The campaign was a JWT Big Idea Award winner and secured national coverage in Sports Illustrated and other press.