Levi’s Stadium is the new home of the 49ers and one of the most advanced sports venues in the world. The stadium features 110,000 square feet of event space, a high-tech team museum, and behind-the-scenes tours of stadium highlights. The assignment was to create print ads that touted the museum and the stadium tours as must-dos for any true fan of the 49ers.

We knew that these print ads were going to be headline driven but we also wanted to show the stadium as a backdrop to the writing. We decided that black and white photography would work well with the bold Niners red and that heavily cropped images of the stadium would give the headlines enough room to breath. It also felt that we were teasing the stadium by never showing the entire structure.

The clients liked the look and writing so much that we carried both over to the television spots we created later in the year. The outdoor campaign had a big impact on museum attendance and stadium tours. In fact, stadium tours were regularly sold out during the run of the print ads.