Jason Matheson
@JasonRMatheson
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Director @SkullSparks , prev OU, Auburn, Miami Athletics. Sooner born, Auburn Industrial Design alum. Fast cars and slow travel 🇺🇸🇩🇪🇪🇺
Tulsa
Joined April 2009
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Take shelter in Oklahoma during tornado? Nah, fire up the drone. This dude in Owasso...
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Many young creatives chase a logo. When the polos and sideline access wear off, you're going to wish you chased environment and fit instead.
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All-time NCAA Tournament wins. These graphs are mesmerizing.
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Of course players & coaches will get the publicity but I'm thinking of the team behind the team: designers, digital staff, video staff, photogs, SIDs, marketing, ticketing, development, equipment, training staff, event & facilities staff, strength staff -- the list goes on...
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College athletics is a small world. Everyone tends to work for multiple teams with lots of people. It’s not long before it seems there’s just a few degrees of separation between you and someone on nearly every campus. Don’t be shy, reach out and connect with those you admire.
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College Athletics Departments: you are multimillion dollar businesses. You have products and customers. Marketing, brand and perception matter. Invest in your creatives.
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During our visits with client college Athletics Depts, this is No. 1 issue we hear. When low-achieving employees aren’t held accountable, high-achievers move on.
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Creatives build your brand and inspire recruits, fans and donors to action.
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Get this, Cal’s football stadium lies directly on the Hayward Fault, an offshoot of the San Andreas. The fault line runs under the field, goalpost to goalpost, so the stadium was built in two halves. The fault slides a bit each year. Look how the bench seating doesn’t line up!
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I'm liking this idea that the design integrates into the photo rather than the other way around.
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How do we ask SIDs to keep doing all the work they did 20 years ago plus the 24/7 of creative/digital/social?
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College athletics creatives inspire recruits, fans and donors to join, support and build your program.
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Asked by
@MDarnellBrady
to pick my 10 favorite Power 5 logos. These are 10 I think would be the most interesting to use in designs. Yours?
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Unfollow, unfriend me, whatever, but this is a brilliant ad.
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Work in sports? The faster you embrace you’re in the entertainment industry, the brighter your future will be.
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Interesting. Another facet of allowing players to grow personal brand like sporting area codes.
@CycloneFB
goes with home state flags on back of helmets.
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It’s beyond time for
@SkullSparks
to host an annual conference specifically for college sports design, digital, video & photo staff.
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College athletics admin & coaches: invest in your creatives. You know Athletics is front porch of University. Your creatives amp curb appeal.
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Details, overall composition of player feature visuals for
@TexasFootball
. Creative team in Austin generates consistent, frequent quality.
#smsports
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Recruiting visuals from
@OregonGridiron
seem like content recruits would design for themselves if they could.
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ADs & head coaches: this is the attitude from the top in the NFL. Think they know their business? Your creatives are some of the most important people in the Athletics Dept!
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Smoke. Checkerboard. Power T. Season schedule. Camps. All there. Perfectly balanced.
@ut_creative
#smsports
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$75 million would probably pay the salaries of every creative in college athletics
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Passed a target milestone today at
@SkullSparks
. Going to celebrate. No worries, it’s 2020 — so that means a beer from the fridge. 😎
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If you had the opportunity to build an Athletics Department new from the ground up today, it would look so much different from what we have now.
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With everyone moving around in college athletics, it's a small world. Be decent and treat others the right way. I don't care how talented you are, word gets around.
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Don’t go chasing a logo. Environment and fit will benefit you more over the long haul.
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I’m regularly asked by young designers for suggestions on who to follow currently working in college athletics. I have a longer list but I’d start right here.
#smsports
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Why would someone choose to follow your team account if it’s just distributing information? Lots of accounts supply info, it’s commodity content. Team accounts should bring you closer to the team. Access is your competitive advantage.
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Everyone thinks of you as one brand. Shouldn't you look like one brand? I wish every University and Athletics Department had coordinated visual branding.
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Make your creatives feel like part of the team.
Because they are.
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Completely personal opinion: teams taking Early Signing Day creative content (digital, design, motion, video) to the next level. Alpha by handle. Welcome your thoughts.
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Once you notice these basic mistakes in sports social, you’ll see them everywhere…
“apart” and “a part” are opposites.
2020s is plural, 2020’s is possessive. Stop with all the apostrophes.
It’s “losing”, not loosing.
Got more?
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Reading about "edits", I'm reminded of this. Appreciate the efforts but there are reasons professional creatives work for the college teams themselves.
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SkullSparks University recruits officially lose one star if they share a screenshot of a graphic rather than the graphic itself.
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Creatives are among the most important people in any Athletics Department. They shape perception. And perception is, well, you know the rest. Smart admins shift resources to meet demand.
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Impressed how
@AlabamaFTBL
integrated scenes from DC into Draft motion. That’s preparation.
#smsports
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What’s most impressive to me is that
@SeidelUMBC
walked that fine line between respectful and edgy perfectly.
#smsports
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Couldn’t figure out why cheese wasn’t melting on my home-made pizza. Turns out what looked like mozzarella ended up being hash browns. I can’t cook 😑
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White space heightens importance of what IS included. I think on a crowded
#smsports
feed, giving design air to breath also increases impact.
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Happy crossover season to all college athletics staff
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Know which conference's creatives consistently impress me across the board? Mountain West.
Priorities, leadership, resources -- whatever, there's an inordinate amount of creative talent on display from teams in that conference.
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Among the SEC teams announcing early-season game times today,
@GamecockFB
went a step further.
#smsports
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Four college baseball teams have more than 100k Twitter followers:
@LSUbaseball
,
@GamecockBasebll
,
@RazorbackBSB
&
@VandyBaseball
.
#smsports
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I voted for an America not built on fear but optimism and possibility. I believe in US.
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We don’t get to see a ton of recruiting content due to NCAA rules but from what we do see,
@OregonGridiron
looks like they’re having a blast.
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My favorite Nick Saban quote:
“Mediocre people don’t like high achievers, and high achievers don’t like mediocre people. So if everybody doesn’t buy-in to the same principles and values of the organization at the same high standard, you’re never going to be successful.”
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It’s obvious
@UCF_Football
prioritizes video. Every angle creatively covered during bowl trip with wide variety of clips.
#smsports
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No mistaking the U. Official visit content for
@CanesFootball
. Just five days out from early signing day.
#smsports
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I’m thinking of all our FCS friends about to have EVERY sport in season.
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.
@TexasFootball
digital/creative hires leveraging brand like it's never been done before. Goliath stirs.
#smsports
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SkullSparks University recruits lose one star if they share screenshots of commitment graphics tomorrow rather than the actual graphic. Respect the creative and learn to save a dang image on your phone.
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We encourage teams to distill brand down to unique DNA.
@NDFootball
could be trumpeting 11-0. They're communicating beyond wins and losses.
#smsports
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I'm reminded how elevated
@ut_creative
design is when different looks come together as cohesive branding due to deft execution.
#smsports
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There will always be someone better at Photoshop or After Effects. Your most valuable asset is how you think. Can you help your team creatively solve big-picture challenges?
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Admin and coaches: value creatives who consistently deliver quality work without being chained to the desk. Recognize that they've set healthy priorities, they're efficient with their time and they won't burn out on you. It's the other ones you need to worry about.
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You should be able to be excited and grateful for your opportunity to work with a college team while at the same time expect to be compensated fairly for the value you create.
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1983: no score on screen, no instant replay review, no confetti, no forced TV interviews. Just pure emotion.
@PackAthletics
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To all digital/video staff braving heat and personal injury to share preseason camp, I salute you. And don't laugh, yes, this was my camera back in the day at OU.
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I'm reminded daily of how small the college athletics world really is. In our industry, people work at a lot of different teams with a lot of different people. Word gets around. Do your job well and treat people the right way.
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Seven seconds, up close, with a dash of attitude. Impression delivered by
@UMichFootball
.
#smsports
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Quality and quantity?
@TexasFootball
delivers on both fronts during games. Only showing static here but check motion too.
@mattjlange
@TonyTQuist
@DerekOchoa25
& crew.
#smsports
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Rare to see raw emotion & access like this. We need more coaches, admins to trust video, digital staffs.
#smsports
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Seeing lots of recruiting content from
@RazorbackFBRec
.
@CodyVincent
and team churning in Fayetteville.
#smsports
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Not so long ago, this might have been a paragraph of text for release. Remarkable visual.
@SpencerLaHaye
@UW_Football
#smsports
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Thanks to
@ArRecruitingGuy
for the feature and to
@EricPMusselman
for serving as an example to college coaches how to leverage
#smsports
Musselman sets Twitter standard: Eric Musselman has dominated Twitter interactions and other statistics associated with the social media form among college basketball coaches since his arrival in Fayetteville. And it’s not even close.
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Dig deeper, past football and basketball, to appreciate an established college athletics visual brand. Check
@FlightCrew319
for
@TheIowaHawkeyes
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Athletics tape motif common thread throughout
@Vol_Hoops
tourney visuals. Always a step ahead
@ut_creative
.
#smsports
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How sharp is the new Jackie Robinson mural just outside
@TulsaDrillers
field? (
@Dodgers
affiliate team) Appropriate it’s in historic Greenwood District.
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I would much rather work for a team where external areas pull together as brand managers. If you're not there, look for admin/teams that think like this.
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Every recruit should lose one star if they take a photo of their phone screen and share a team's design with black bars above and below. Like you don't know how to save an image?
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The most confident creatives I know don’t take themselves too seriously.
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Creativity on demand is different than creativity when you feel like it. Creativity on demand requires discipline.
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Clever way to show off bowl gear AND facilities.
@tcufootball
always recruiting. (h/t
@glenningram
)
#smsports
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How creative are these college wrestling visual promos? Branded headgear, info "molded" on back of plastic folding chair, conference mark on gym floor.
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