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IU Football – Breakthrough

Video • Branding • Design

When Coach Tom Allen took the reigns of the 2017 IU Football team, he challenged his players and staff to live by one word: breakthrough. From small instances in practice and every day life to large breakout moments on the field, breakthrough was to be the driving force that gave momentum and purpose to the season.

As a design and video project we were challenged with converging the meaning of the action of ‘breaking through’ with the moment of ‘a breakthrough’ into one concept so as to speak to the journey of the 2017 team.

First, we gave a graphical treatment to the word breakthrough as to convey both the verbal and nominative meaning of the word. Then in the video piece we wanted to express the tedious and tireless preparation that goes into priming the moment when a breakthrough occurs, and to really harness the emotion of the process. In this video you hear coach Tom Allen deliver an impassioned speech to his players as you see the various moments that culminate in a breakthrough.

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