Fox NFL “Parcells” promo

Fox NFL “Parcells” promo

Brand New School, Santa Monica, California, 2003


Our client, Foote Cone & Belding, gave us an edit of existing Fox NFL footage as well as some written ideas and asked us to add illustrations, drawings, doodles, words and ideas—anything funny that would anchor the meaning of the images and add visual excitement. It was part of a campaign of five spots, each featuring a story line about an athlete or a coach. This one is about Bill Parcells saving the Cowboys.

Apart from defining a general illustration style for each spot, we had to react to every scene in the edit and come up with funny images as well as animation ideas. The illustration style was our response to this particular narrative, the timing was determined by the edit, and the animation by the limitations of the drawings style. We used cel, keyframe, and 3-D animation to produce it.

In terms of project impact, nobody can calculate how many viewers were driven to the NFL broadcast by these promos, but the project’s high visibility and fabulous reception in the industry press have gotten us some nice follow-up jobs.

Our part of the budget was about $30,000 to $50,000. This excludes the agency's costs as well as the editing and sound design.

Collections: AIGA 365: 25 (2004)
Discipline: Promotional design and advertising
Format: Digital illustration, Promotion


Design firm
Brand New School
Creative directors
Brian Bacino, Jens Gehlhaar, Matt Reinhard
Art director
Ben Go
Saiman Chow, Ben Go
Saiman Chow, Ben Go
Paul Carek
Sound design
Ten Music
Vince Genovese, Jared Libitsky, Steve Neely
Emmett Dzieza
Hand lettering, Rockwell
Foote Cone & Belding