DR PEPPER
TUITION GIVEAWAY

DISCIPLINE: DESIGN, ART DIRECTION

ROLE: DESIGNER

AGENCY: DEUTSCH

DESIGN TEAM: DESMOND HSU, ADHEMAS BATISTA

YEAR: 2023

What could be better than a nice cold Dr Pepper? Winning $100,000 in tuition money in a Dr Pepper-themed contest.
The Dr Pepper Tuition Giveaway combines college football and education by hosting a football-tossing competition during halftime at major college football games, where finalists compete to win up to $100,000 in tuition.

I was tasked with creating the social design system for the 2023 tuition toss. This included creating designs for promotions, hype videos, and easy-to-use social templates that we could quickly edit on game day.

THE LOOK + FEEL

i. establishing the playbook

For the look and feel of this event, I decided to lean into a futuristic and sporty direction. I created patterns, 3D wireframe illustrations, and paired it with a dynamic variable font. Putting all of this together created visuals that were bold, and energizing (kind of a like a Dr Pepper).

SOCIAL TEMPLATES

ii. it's tossin' time!

These social templates were given to our social team at each of these games. They were on the ground capturing images, videos, and interviews for the Dr Pepper social channel. My goal with these was to create layouts that were eye-catching, but very simple to edit for non-designers.