Smithfield Foods is a sponsor of Virginia Tech’s football team. During a break during the games, Hokie fans are able to compete for a year supply of Smithfield bacon by participating in the Smithfield Sizzle, which is a jumbotron dance-off. I worked with a team at Doner to create a video to play during the initial announcement. The video is meant to inspire the fans to move, and rather than feature a cheesey -if not creepy- anthropomorphic strip of bacon, I drew inspiration from Technotronic’s music video for their 1989 hit “Pump Up The Jam.” We also designed a Smithfield-branded LED ribbon which animated all around Lane Stadium during the Smithfield Sizzle.
Creative Directors: Chris Taylor, Jeff Eaker