RALLY. – Jodain Massad

RALLY. (2020)

This production marks the unveiling of the "Rally." campaign. Inspired by the first line of the Notre Dame Victory March, "Rally sons of Notre Dame...", "Rally" is the official theme for the team as the players each rally to face their own personal challenges and unite as a brotherhood to face the unprecedented reality of the 2020 season. What began as a social media campaign slogan became a movement, apparel, and a uniform patch.

I led our team on this campaign from the ideation process, campaign strategy, writing and execution.

Here is a sample board of press reactions and related content. The Athletic One Foot Down

Notre Dame football needed a unifying message. Three iterations, one pandemic and a reworked season later, it found one.

Rally.

But how do you turn a word into a story? And how do you make that story stick during this weirdest of seasons?https://t.co/6dBgz1qcdd
— Pete Sampson (@PeteSampson_) October 8, 2020

Notre Dame Football: What does the RALLY patch mean on the Irish jersey? #NDFB #RALLY https://t.co/5o4i2S0QYa
— One Foot Down (@OneFootDown) September 12, 2020