Creating excitement and exposure for our athletic programs while increasing potential ticket sales at Fresno State was my primary goal when I undertook the project for our Department of Athletics. For years the fan base of the school has been referred to as the “Red Wave.” With that name in mind, I helped implement a new concept known as the “Catch the Wave” campaign by photographing a variety of athletes performing in water.
The shoots took place on campus with the help of two assistants who tossed and sprayed buckets of water onto athletes based on my artistic direction. Once the photo shoots were complete, I worked with our designers to help create posters that would eventually be used across campus, and throughout the community to help promote our athletics programs. In addition, major media outlets including ESPN used the photos to help promote our school during various gamedays.
Shortly after the release of the initial football posters, ticket sales increased and sales of the football program continued throughout the season as the school sold out three games in 2013. Previously the program had sold out in only one game in the past five years.