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The Challenge: A Legacy of Opportunity
Oregon State University Athletics has long been a cornerstone of Beaver Nation. With nearly 150 years of tradition, OSU Athletics needed a bold strategy to secure its future. From increasing season ticket sales and driving donor contributions to repositioning the brand and amplifying student-athlete programs, the challenge was as multifaceted as it was inspiring.
One of the top priorities was the Victory Through Valley campaign, which sought to expand and enhance the Valley Football Center. This 55,000-square-foot project would transform OSU Football’s training and recruitment capabilities, doubling the size of the locker room and expanding the equipment and training facilities to meet the demands of a competitive program. For Matt Watson, a former OSU student-athlete and founder of Watson Creative, this project wasn’t just another campaign—it was personal.
Watson’s work with OSU Athletics began with their tried-and-true process: comprehensive workshops, brand audits, and persona development. The goal was to fully understand the motivations and aspirations of OSU’s diverse audience—from devoted fans and alumni to new donors and potential recruits. From there, Watson crafted a messaging framework that captured the heart of Beaver Nation: One Opportunity. This unifying concept became the foundation for a campaign that inspired fans, donors, and the broader OSU community.
The Everyday Champions campaign celebrated the grit, resilience, and academic excellence of OSU’s student-athletes. It wasn’t just about athletics; it was about telling stories of perseverance and achievement that resonated with every member of Beaver Nation. The campaign’s messaging was bold and aspirational, reflecting OSU’s values and commitment to excellence.
The creative phase was where the magic truly happened. Watson’s team filmed and photographed OSU athletes under the stadium lights of Reser Stadium, capturing the raw energy and emotion of their dedication. Shooting at night, with the lights blazing and the empty stadium as their canvas, created an electric atmosphere. The athletes brought their A-game, ensuring every shot conveyed the spirit of determination that defines OSU Athletics. These visuals became the cornerstone of the campaign, bringing authenticity and impact to every touchpoint.
The Victory Through Valley campaign was a testament to OSU’s commitment to excellence. The Valley Football Center expansion wasn’t just about bricks and mortar; it was about building a foundation for success. By doubling the size of critical facilities, the expansion enhanced recruiting efforts, improved functionality, and ensured OSU could compete at the highest level.
Watson’s role in the campaign went beyond creative. From developing the campaign’s visual identity to crafting messaging that captured the project’s significance, every detail was designed to inspire confidence and excitement. The results spoke for themselves: the campaign raised millions, secured the necessary funding for the expansion, and positioned OSU Football as a competitive force.
The impact of Watson’s partnership with OSU Athletics extended far beyond the Valley Football Center. The results were nothing short of remarkable:
Looking ahead, OSU Athletics is poised for even greater success. With a strong foundation in place, the university can build on the momentum created by these campaigns, inspiring future generations of athletes, students, and supporters.
For Watson Creative, the opportunity to work with OSU was about more than just creating campaigns—it was about giving back to the university that shaped its founder’s journey. As Beaver Nation rallies around the call to action—One Opportunity, One Community, One Nation—the legacy of excellence continues to grow.
Watson’s work with OSU Athletics offers valuable insights for organizations looking to elevate their brand and impact:
The success of these campaigns was echoed by the voices of those who lived it. Mark Massari, OSU’s Athletic Director, praised the partnership, saying:
“Watson Creative made a lasting impact on Oregon State University Athletics. Their work was truly legendary and went above and beyond our expectations. Their passion and dedication were evident in every aspect of their work, helping us exceed our goals and elevate our brand to new heights.”
One athlete expressed the impact of these efforts: “You’ve given me the opportunity to better myself as a man and do what I love—play football.”
For Matt Watson, this project was a labor of love. As an OSU alumnus and former student-athlete, he brought a unique perspective to the table. Reflecting on the nighttime shoots at Reser Stadium, Matt shared: “Standing on that field, under those lights, watching the athletes bring everything they had for the campaign—it reminded me of my own time as a Beaver. There’s something magical about this place.”
This personal connection fueled Watson’s passion for the project, ensuring every detail reflected the spirit of OSU. From bold visuals to heartfelt messaging, the campaign embodied the dedication and pride of Beaver Nation.
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