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NSAC Portfolio
The National Student Advertising Competition is held annually by the American Advertising Federation, and is regarded as one of the best avenues for college students to gain real-world advertising experience through agency work. 2,000 students compete across over a dozen districts, where their work is judged by a panel of representatives from the client, the AAF, and other industry professionals.
Each year features a different corporate sponsor (client) who provides a brief describing their product’s history as well as a current challenge they face. Teams create a fully integrated marketing campaign complete with a budget, media timeline, video and non-video creative materials, research, audience profiling, and execution mockups. Teams submit a 13 page plans book outlining their campaigns and elaborate on their insights during a live, 20-minute pitch at the district level of competition.
During my senior year in 2025-26, I served on the University of Kentucky’s NSAC team. Our client was the National Football League, who asked us to reorganize their CSR efforts under one unified umbrella platform. We were encouraged to promote authentic stories through a narrative campaign highlighting the league’s youth health and wellness efforts.
Our campaign, SHOW UP, was built around our new platform NFL Empower–a new home for the league’s previously fragmented and disjointed CSR initiatives. Our messaging was designed to encourage fans to SHOW UP through direct involvement by driving awareness to NFL Empower programs.
I served as a design lead and strategist for the team, and was also selected for our pitch team because of my deep understanding of and passion for our campaign. In this work, I developed our NFL Empower logo and contributed to creative execution mockups including internal materials, event mockups, pitch deck content, and social media posts. As a group, our four person pitch team delivered a 20 minute fully memorized presentation to an audience of 50+ students, advisors, AAF professionals, and the panel of judges.
Our team finished 3rd place in District 5 and was awarded Best Marketing Plan. We were recognized by the client representative for our strategy, logo design, timeline, and overall understanding of the brief.
Plans Book
(Adobe InDesign)
The key deliverable for every NSAC team, the plans book is a 13 page comprehensive guide that overviews and explains each team's campaign with details on research, audience insights, strategy, creative, media, and a budget.
Press Release
Campaign Launch
This press release announces the launch of both our campaign and platform through events centered around NFL Kickoff, a key beat on the league's calendar that sees increased media coverage.
Logo Design
(Adobe Illustrator)
I designed our NFL Empower logo in a wordmark style that complies with NFL brand guidelines and aligns itself with the existing family of logos for the league's youth health and wellness initiatives.
Times Square Mockup
(Adobe Photoshop)
Included in our pitch deck, this mockup features designs created for several screens in Times Square to be displayed during a stunt OOH takeover event.
Internal Brief
(Adobe Illustrator)
This brief addresses our client's request for materials that demonstrate how the league could preview the campaign to its 32 franchises.
Social Media Mockups
(Adobe Illustrator)
Our pitch team presented these mock social media posts designed with tailored messaging for both phases of our campaign.
"NFL Empower" Commercial
(CapCut)
Super Bowl Ad - "Show Up"
(CapCut)
Ideated, casted, shot, and edited completely by our team during the Creative process of our campaign, this 60-second ad was presented as our Super Bowl spot. The panel of District 5 judges acknowledged this video as especially moving and praised it for it's alignment to the NFL's brand voice.
This 30-second ad was presented as a proposed TV spot for our campaign. It was created through a combination of stock footage, materials from our design team, and owned assets from the NFL.