Duke's Mayo Classic Bowl Announcement // Charlotte Sports Foundation

Talent: Luke Kuechly

Director: Derrick Bills

Director of Photography: Austin Moses

Producer: Miller Yoho & Jamey Pritchard

Days on Set: 1

Team Size: 8

Film Locations: Charlotte Latin High School 

 

Project Overview

Being tasked with creating hero content announcing a new brand is a complicated task, but for us, the creative concept around the Duke’s Mayo Bowl announcement was simply a trip back to our childhood to make one of our favorite foods: a tomato sandwich. Plus we had some special help of one of our favorite athletes, Luke Keuchly, thanks to our friends at Luquire George Andrews.

As a result, this announcement by the Charlotte Sports Foundation was called one of the most successful bowl announcement ever (via The Athletic) with a reach of over 3 billion people in the month of June, eventually being picked up by national outlets such as The Bleacher Report, CBS Sports, ESPN, the NFL Network and USA Today. 

Production

Filmed over one humid morning at Charlotte Latin High School our team of eight worked with the CSF  and Duke’s Mayonnaise to ensure that each bite that Luke took met their standards. From the serrated knife to the type of bread, each take of this shoot was developed to create a sense of nostalgia for those who grew up on tomato sandwiches in the summer.We also worked to produce, film, and edit the media announcement video featuring Maria Taylor of ESPN, Martin Kelly of Sauer Brands, and Danny Morrison of CSF.

[See video for directors commentary]