As Art Director, I led the creative direction for the 108th Rose Bowl Game, a nationally broadcast campaign rooted in tradition and elevated through bold, contemporary design. I conceptualized the core logo and visual system, then collaborated with and directed outside illustration talent to bring the identity to life at scale. The campaign extended beyond hero imagery to include credentials, parking guides, media collateral, and a wide range of event-day and environmental materials—each designed as part of a cohesive, high-impact system across print, digital, broadcast, and on-site experiences.