Atlanta Falcons Throwback Package

ABOUT THIS ENTRY

Atlanta Falcons Throwback Design Campaign is a multi-faceted, annual campaign that is centered on the 1966 Falcons Throwback Uniform that the team still wears today. From the design on the field to the halo board, and even giveaway flags, we wanted fans to feel immersed in the throwback experience.

How does this represent "Excellence in Engagement"?

This far-reaching design approach left no stone unturned in our effort to engage fans, setting a new standard for captivating an audience. We created authenticity and energy that represents Atlanta, its team, and the fanbase that we can continue to build on for years to come. We will continue to be leaders in the throwback design space and hope that our ideas inspire other teams to lean into their rich history and historically-accurate design movements.

Objective

In 2024, the Atlanta Falcons wore their 1966 Throwback uniforms for three home games at Mercedes-Benz Stadium; two games were against division rivals, and one was nationally broadcasted on Thursday Night Football.

Our objective was to flank these fan-favorite uniforms with a holistic, and
historically-accurate design ecosystem that allowed fans to feel immersed in the celebratory details.

Strategy & Execution

Modern Atlanta Falcons fans are a diverse group, with pride in both their team and city’s rich history. They have a nostalgic connection to the team’s 1966 throwback uniform.

Throughout every game week, we turned back the clock on everything from the team’s social avatar, graphic package, in-stadium production, field design, out of home advertisements, and even released a custom throwback retail collection; which were inspired by our notion to authentically represent the era. Although historical accuracy was our guiding principle, we challenged ourselves to discern what would appeal to the modern NFL fan. With that in mind, we launched an all-encompassing package that was accurate to Falcons history, and paid homage to the design language and trends that were popular in the 1960s. We created period-specific art to place on popular modern retail silhouettes. Our fans are an important part of the team’s story, so they deserve to feel included when celebrating the Falcons’ history. Whether it’s sporting items from the 66’ collection, interacting with the designs on social media,or waving a retro flag while watching the 2024 team compete on the inaugural Falcons field design, we spared no detail in giving our fans an authentic complementary experience.

Organizations

• Atlanta Falcons

Links

•   Website

Credits

Larry Luk
Senior Creative Director
Atlanta Falcons

Jackson Sipes
Creative Design Manager
Atlanta Falcons

Jack Ozmer
Senior Graphic Designer
Atlanta Falcons

Abigail Jackson
Graphic Designer
Atlanta Falcons

Josh Kluchka
Creative Operations Manager
Atlanta Falcons

Tucker Brooks
Associate Creative Director
Atlanta Falcons

Laramie Diestlekamp
Graphic Designer
Atlanta Falcons

Grace Eberhard
Graphic Designer
Atlanta Falcons

Shannon Joyner
Vice President, Brand Marketing
Atlanta Falcons

Parker McGlone
Senior Manager, MBS Turf and Grounds
Atlanta Falcons

Greg Beadles
President, Atlanta Falcons
Atlanta Falcons

Jay Bendlin
Team Photographer, Atlanta Falcons
Atlanta Falcons

Shanna Lockwood
Photography Manager, Atlanta Falcons
Atlanta Falcons

Brandon Magnus
Senior Manager, Photography and Digital Asset Management
Atlanta Falcons

Taylor McLaughlin
Photo Editor and Digital Asset Coordinator
Atlanta Falcons

Emily Hendrix
Digital Asset Manager
Atlanta Falcons

Nisha Schmitt
Senior Director, Retail
Atlanta Falcons

Tatiana Logreira
Retail Operations Specialists
Atlanta Falcons

Caroline Via
Retail Operations Coordinator
Atlanta Falcons

Ryan Delgado
Director, Social and Influencer
Atlanta Falcons

Jackie Kinney
Social Media Manager
Atlanta Falcons

Emilie Leveille
Senior Communications and Media Relations Specialist
Atlanta Falcons

Kabrione Cummings
Senior Manager, Experiential Marketing
Atlanta Falcons

Daquan Sims
Lead Animator and Motion Graphics Manager
Atlanta Falcons

Julia Chongarlides
Senior Director & Executive Producer, Stadium Production
Atlanta Falcons

Taylor Thorne
Senior Motion Graphic Designer
Atlanta Falcons

Ryan Little
Senior Motion Graphics Designer
Atlanta Falcons

Morgan Cowen
Senior Manager, Brand & Digital Partnerships
Atlanta Falcons

Laura Lanier
Senior Manager, Marketing
Atlanta Falcons

Scott Kegley
Vice President, Digital and Productions
Atlanta Falcons