Duke's Mayo Bowl Announcement // Charlotte Sports Foundation

Luke Kuechly

Derrick Bills

Director of Photography:
Austin Moses

Miller Yoho, Jamey Pritchard

Film Locations:
Charlotte Latin High School

Days on Set: 1

Team Size: 8

Project Overview

Being tasked with creating hero content announcing a new brand is a complicated task. 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. We had some special help from 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 announcements 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. 


Filming 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 of tomato sandwich 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]