The NFL on CBS
CBS has broadcast the NFL for over 50 years. For the 2025 season, we set out to evolve the visual language while maintaining the strength of an established brand.
Given the scale of the campaign — spanning broadcast, streaming, digital, and out-of-home — we developed a flexible visual system that could unify all touchpoints while reducing production complexity.
Role: Art Direction - System Design
Design Director: Felipe Cerdan
Motion Director: Carlos Molina
Motion: Zach Haugen, Chris Peregom
Visual Development
I defined the visual tone of the campaign by creating moodboards and conceptual layouts. Design focused on team-driven layouts and tactile surfaces like concrete, lucite, and plastic. I worked with 3D artists throughout the process to refine how these materials translated into the final visual language. The goal was to create a bold, dimensional aesthetic that would elevate the teams and be instantly recognizable across platforms.
Schedule
System & Key Art
The campaign relied on a centralized key art system designed to scale across formats.
I led the development of the schedule-based layout system, creating a clear, flexible structure that could:
adapt to varying numbers of games
remain legible across sizes and aspect ratios
be easily deployed without ongoing design decisions
Motion
I Collaborated with the motion team to develop the motion language and guide visual consistency across assets.
Implementation
I worked with the team to extend the system across a wide range of deliverables, including broadcast graphics, social, streaming platforms, and display.
I also created a comprehensive style guide outlining typography, layout rules, and usage guidelines to ensure consistency across all outputs.
