My role
I led the art direction and design for all campaign assets, including social media, OOH, and interior design elements across the stadium. 

Project information
Philadelphia had reached a breaking point: more than 1,800 people were shot in a single year, including individuals connected to the Eagles themselves. Gun violence was no longer a distant statistic, it had become a lived reality for the team and the city. With so many survival stories going unheard, the Eagles recognized both an urgency and a responsibility: to use their platform to elevate real voices and push for real change.

Our role was to help transform the Eagles from a football franchise into a catalyst for civic action. We set out to create a campaign that would bring visibility to the often unseen victims of gun violence and unite Philadelphians through a narrative that felt honest, emotional, and culturally grounded.

Working closely with the Eagles’ community impact team, we developed a fully integrated visual identity that shaped three flagship films, A Fan of Change, Enough Keeping Score, and Unheralded. This design language became the backbone of a multi-year, 360-degree platform spanning film, OOH, social, and digital touchpoints. Real people from the community took center stage, alongside Jason Kelce, AJ Brown, Coach Nick Sirianni, and others who shared their firsthand experiences.

To amplify the message nationally, we produced a Super Bowl spot that became the campaign’s cultural apex, generating more than 50 million views during Super Bowl Week and sparking national conversation around the issue.

The movement achieved measurable results. Philadelphia saw a 36% drop in gun-related homicides year over year, marking a significant shift in the city’s trajectory. The Eagles became the first NFL team to publicly confront gun violence, expanding their influence far beyond the field and positioning themselves as a brand committed to social impact. The campaign brought Philadelphians together at a critical moment, igniting a city-wide movement and solidifying the Eagles’ role as a voice for change.

Credits
Agency: The Perception
Production Company: Neighborhood Film Co.
Principal: Brian Anderson
Associate Creative Director: Jojo Bringuier
Art Direction and Design: Felipe Guimarães
Copy: Saul Dennis
Motion Design: Pedro Baumgartz

Year
2023