Rookie of the Year, Year Three
Author your legend
The brief
Two years in, the obvious third move was to push the platform further forward: bigger athletes, bigger stage, bigger claim. We went the other way.
The idea
Year three went back. Before the legend, the reps. Every draft-night story starts at the podium, and every one of them is the last five minutes of something that took fifteen years. The interesting part is the part nobody filmed.
The work
The campaign centred on Jeremiyah Love, running back out of Notre Dame, the number three overall pick in the NFL Draft and the creator of Jeremonstar. The story is his father coaching him, the mental and physical reps that do not make highlight reels, and the discipline that eventually made the highlight reels possible. The receipt for those hours is a signature, which is where the pen has been the whole time.
The through line
What you do every day defines who you become. A Sharpie is the receipt for the hours. That is the same truth year one and year two were built on, taken down to its origin rather than up to its payoff.
Where it leaves the platform
Year one was a spot. Year two was a season. Year three was an origin. Each year built on the last and made room for the next, which is what separates a platform from a campaign that happened to run three times.
Why go backwards
Three years into a platform, the risk is not that people stop noticing. It is that the idea gets thinner each time it is stretched further forward. Going back to the origin gave the third year new material without asking the audience to accept a bigger claim, and it put the pen somewhere it had genuinely been all along rather than somewhere it had been placed. The signature is the end of the story. The reps are the story.
If your brand has a piece of work in it that has not been made yet, we would like to hear about it.
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