This is Family

After years of perseverance, the UVA football team has made a strong comeback, including multiple trips to bowl games and a 15-year awaited win against their arch-rival, the Hokies. To pay homage to all their hard work, UVA launched a new “For All Virginia,” campaign meant to gather Wahoos from across the country. Inspired by their collective determination and grit, the UVA campaign For All Virginia celebrates the collaborative work ethic not just of the team but of the great state of Virginia.

This campaign is a rallying cry, not just around UVA football but also for fans from across the state—and beyond, to come together. While UVA is traditionally known for its basketball, the athletics department also wanted to remind Virginians that despite tough contenders such as Old Dominion, Norfolk State, and Virginia Tech, the Virginia Cavaliers have rich roots within the game and the state of Virginia. And rooting for our team, no matter where you’re from, means you’re one of us. Our goal was to build hype surrounding the football time, drive its importance, and fill the stadium with adoring fans.

UVA’s strength comes from pride across the state. From die-hard fans to fresh recruits. Here is where we chose to focus our film driving an emotional narrative that highlights our fans, players, and family. After feeling physically and mentally isolated, our film and subsequent social posts bring together hard-working fans, celebrate victories big and small, and inspire passion in anyone willing to don orange and blue.