Objective
Our 2025 campaign aimed to bridge the gap between the digital experience and physical atmosphere, creating a frictionless visual narrative that follows the fan from their first social touchpoint to the final whistle in the stadium.
Strategy
Our campaign strategy was built on 5 main pillars: Evolving our visual narrative into the future of Falcons football, elevating our superstars, threading a continuous visual throughout every major moment in the season, expressing the brand with bombastic typography and surfaces, and continued trailblazing utilizing the unique, overhead angle that Mercedes-Benz Stadium provides.
Execution
Our visual execution centered on high-impact typography designed to feel tactile and three-dimensional in digital environments. Through the use of reflective textures, we enhanced the dimensionality of our type treatments and background elements. We also modernized our primary brand assets, including the Falcons logo, Winged ATL logo, and wordmarks, ensuring a consistent sense of depth across the entire brand identity. The 2025 season was the Atlanta Falcons’ 60th season, our diamond anniversary. It was the perfect opportunity for us to capitalize on shining a larger spotlight on our team. We incorporated the diamond into our look and feel by going from graph paper to gloss, blueprint to bravado, and drafting lines to diamonds.
2025 Campaign Photo Set
The Campaign Photo shoot was driven by our superstars and the unapologetic personality of our city. We have arrived, and it’s our moment to shine. We translated our visual direction into a physical manifestation of that idea - Large, premium, dimensional logos on a reflective canvas, both intricate but also reserved. The set was multidimensional, allowing us to capture a wide variety of energies, capitalized by our ‘diamond’ bedazzled football, a centerpiece of what 2025 represented.
Results
The 2025 Atlanta Falcons Campaign design package was an overwhelming success. Our unwavering focus on accurately representing our key pillars for the season helped us and the game presentation team create graphics that highlighted our players and created a strong home-field advantage. Our social graphics caught the eye of many and were consistently shared across platforms all season.