The start of the school year signals a new season of amazing cheer and dance competitions, but our work with Varsity Knoxville begins long before August. For weeks, we've collaborated on ideas for the upcoming season. It's exciting to design for kids and teenagers but, make no mistake, these cheerleaders and dancers are dedicated young athletes. We had to fuel our inner Sasha Fierce with a few 5-hour Energies, but we were able to get our creative ideas rolling.

The challenge was to develop new ad creative for 5 brands--giving each its own unique style and personality. Here's the process that helped us get it all done:

Select themes that differentiate each brand
We started by focusing our creative ideas to one key theme per brand: Futuristic, All-American, Hero, Dreamlike and World Innovators.

Develop our themes into concepts
Each theme had an associated look and feel, sketches, photo shoot direction with poses and props, headline ideas and notes documenting the personality of the ads.

Get client approval
We took our themes, concepts and sketches to the idea paint wall, charting the course for all ad creative for the upcoming year.

Acquire assets needed to create the ads
Varsity Knoxville recruited active cheerleaders and dancers from across the country to join us for three days of a strategically planned photo shoot extravaganza at Jean-Philippe's studio.

Deliver finalized ads
The final ads prove our process pays off! We're looking forward to extending these themes throughout the year.




Design or cheer, it takes a team working together to be competitive.