P&G / NFL

Client: Procter & Gamble
Partnership: NFL “Ready for Anything”
Brands: Multiple P&G portfolio brands
Role: Art Director, Digital Asset Production
Deliverables: In-store signage, digital display ads, social graphics

The Brief

P&G’s NFL partnership needed activation across retail and digital channels.
The “Ready for Anything” campaign positioned P&G household products as the
reliable teammate for fans preparing for game day, whether hosting, tailgating,
or managing post-game cleanup.

The Challenge

Translate a major sports partnership into localized retail creative that
resonated with regional NFL fandom while maintaining national brand consistency.
The creative needed to work across multiple team markets (Bears, Lions, Browns,
etc.) with rapid adaptation timelines.

My Role – Digital Asset Production

Working from photography provided by our production vendor, I developed visual
assets across digital placements and adapted campaign creative for multi-channel
deployment.

Digital Asset Development:

Created digital display ads in multiple IAB standard sizes (leaderboard,
rectangles, skyscrapers)

Developed social graphics for organic and paid deployment across P&G brand
channels

Adapted retail signage for in-store endcaps, shelf talkers, and POS displays

Produced team-specific variations incorporating NFL franchise marks and colors

Creative Execution:

Utilized provided photography maintaining brand guidelines and NFL partnership
requirements

Designed layouts balancing product visibility, NFL equity, and “Ready for
Anything” messaging

Applied brand-specific visual systems across P&G’s diverse portfolio (Tide,
Bounty, Febreze, Mr. Clean)

Created high-contrast designs for visibility in busy retail environments

Multi-Team Localization:

Adapted creative across NFL team markets

Incorporated team colors while maintaining P&G brand recognition

Applied team-specific NFL marks and partnership guidelines

Created regional variations for key retail markets (Bears: Chicago, Lions:
Detroit, Browns: Cleveland, Packers: Green Bay, etc.)

Maintained modular design system allowing rapid team customization

Technical Production:

Organized asset libraries for efficient deployment across brands and teams

Managed file specifications for various channels (print, digital, social)

Coordinated with production vendors for photography asset delivery

Ensured brand guidelines compliance across all adaptations

Results & Impact

The “Ready for Anything” campaign became one of P&G’s best-performing sports
activations, successfully translating partnership investment into retail sales
lift and digital engagement. The localized approach created authentic regional
connections while maintaining national campaign cohesion.