“THE COUNTDOWN” // BIG 12

Brand Campaign, 2023/24

In 2023, the Big 12 was facing a unique challenge.
With legacy schools exiting the conference and Cincinnati and Houston soon-to-join,
the Big 12 was going to be…well, more than 12. 14 member schools, to be exact. 

So to show the college sports world that this conference is about more than an arbitrary number,
we re-launched the brand with a film celebrating its storied past, while looking forward to the future.
Houston-native Big X The Plug lent his voice to the film, our way of honoring the conference’s Southern roots.