ESPN

Monday Night football

Hometown Heroes

Case Study

the case

ESPN and the NFL aimed to shine a spotlight on the positive impact that NFL players have on their local communities through the Hometown Heroes campaign.

By promoting community involvement, particularly in local youth football programs, they sought to foster a sense of community and inspire young athletes.

The campaign aimed to produce authentic segments that capture the genuine efforts of players, ensuring the content resonates with viewers. Featuring different players each week on Monday Night Countdown, the campaign maintained viewer interest and engagement throughout the season.

Known for my passion for community outreach and animated storytelling, they reached out to me to add a distinctive and memorable look to the segments.

Illustrating players as superheroes both on and off the field emphasized their contributions to their communities, creating a compelling narrative that celebrates their dual roles as athletes and community leaders.

This is the ESPN Monday Night Countdown’s Hometown Heroes case study.

Adventure Awaits…

with love + imagination

-MR. TOMONOSHi!

Design Philosophy

for the

Hometown Heroes

Project

Many NFL players are celebrated as heroes on the field, making miraculous catches, jumping over defenders, and scoring game-winning touchdowns. They are fast, strong, and powerful, embodying the physical prowess of superheroes.

These players are known for their superpowers on the gridiron, but many never take off their capes when the game is over. They continue to wear them in their communities, making significant impacts that often go unrecognized.

As a former player, I understand how crucial it is for these stories to be told. The media often focuses on the negative, giving it extensive airtime, while the positive efforts of players are just a whisper, a fleeting moment before the drama takes over again.

When ESPN and the NFL approached me to highlight these heroes during Monday Night Football, I was thrilled. Marvel was popular at the time, and I marveled at the opportunity to illustrate players as the heroes they truly are.

I leaned into the mascots of the teams they played on, the work they were doing in their communities, and sometimes themes based on their nicknames or personal stories. For example:

Michael Bennett of the Seahawks lived in Hawaii, so I drew inspiration from the Maui character in Moana.
Mike Evans played for the Buccaneers, so I depicted him as a pirate.

The players loved these illustrations, as did the fans, NFL, and ESPN. I created artwork for all 16 weeks of the regular season, bringing to life the superhero qualities of these players both on and off the field.

This project not only highlights their athletic achievements but also their community contributions, making them true hometown heroes.

Weekly Deliverables

and Timeline

- Receive information about the featured player for the week.
- Develop the concept for the illustration based on the player's team mascot, community work, or personal themes.
- Submit the concept and initial illustration for feedback from ESPN, the NFL, and the player.
- Make any necessary adjustments based on the feedback received.
- Deliver the final, polished illustration that will be used in the segment.
- Ensure the artwork is ready for integration into the Monday Night Countdown feature.

about the

campaign

The Hometown Heroes campaign was a remarkable journey that brought together the talents of ESPN, the NFL, and myself. Through this collaboration, we were able to shine a spotlight on the positive impact that NFL players have on their local communities, both on and off the field.

Each week, I received information about the featured player by Tuesday, developed a concept by Wednesday, and submitted it for feedback on Thursday. By Friday, the final, polished illustration was ready for integration into the Monday Night Countdown feature.

This process ensured a consistent and high-quality output, contributing to the success of the campaign.

The illustrations were playful and cartoony, giving them a comic book type of energy. I depicted the players as action figures that you could pick up and play with, capturing their superhero qualities in a fun and engaging way. This approach not only highlighted their athletic achievements but also their community contributions, making them true hometown heroes.

The campaign resonated with players, fans, and clients alike, creating a compelling narrative that celebrated the dual roles of NFL players as athletes and community leaders. It was a privilege to be part of this project and to help bring these inspiring stories to life.