For the Russell Athletic Bowl, we wanted to honor the relationship between player and coach and the lifelong power of team. So, we released two films inspired by actual letters from an Indiana high school football coach and one of his graduating seniors.
The films were accompanied by a social media campaign that broke the mold of Facebook by featuring real letters—nary an image in sight—from high-school coaches to their senior players, and on Instagram, photographs from famed Friday Night Lights photographer Robert Clark were posted alongside collaged images from student photographers. But the gratitude of the audience didn’t ebb, even as the month-long social media campaign did. Coaches and players continued tagging each other with the content for weeks after the content dropped.
