THE AMERICAN WAY
SERVICES
Concepting
3D Animation
TIMEFRAME
10/2024 - 12/2024
AMERICAN ATHLETIC CONFERENCE COMMERCIAL
In the ever changing landscape of college athletics, the American Athletic Conference adopted a new identity — "The American Way." Built on boldness, grit and guts, "The American Way" is the blueprint that paves the way for the conference's member institutions to achieve greatness in everything they do.
With the addition of seven new schools since 2023, the AAC now spanned across the northeast, southeast, midwest and southwest regions of the United States. Despite the large geographical distance between its member institutions, the new-look AAC remained united around the goal to achieve greatness. The conference also introduced a bald eagle as its mascot because the bird's strength and resilience perfectly embodied the spirit of "The American Way." The AAC needed a creative way to send a message to the rest of the country that it is united and stronger than ever as it soared forward into a new era.
THE CHALLENGE
Rally Department created a 30-second animated commercial to launch the AAC's "The American Way" campaign. Aimed at building national brand affinity, the commercial highlights the grit, determination, and unity of the AAC’s 15 member schools. The animation features a sleek, brand-neutral map that visually connects the schools across the conference's broad geographic reach. The sequence kicks off with powerful sounds and neon lights igniting the "A" logo, revealing a bald eagle and tracing a path that lights up each school's logo. The map ultimately pulls back to show the nation illuminated, with the "A" at its heart, symbolizing the AAC's growing national prominence.