The Michigan Athletic Department came to us asking for an instructional video regarding their recent policy change from assigned seats at football games to general admission. On this project I created the concept, produced, assistant directed, was a co-DP and an assistant editor.

We understood their dilemma (especially because the new general admission seating policy was beyond complicated) however we identified a larger problem looming over the 2012-2013 Michigan Football season: a lack of support from fellow students. We mentioned that an instructional video was pointless if no one attended the games. Therefore we created this video to build excitement, and more importantly support and unity around U-M's football team.

In addition to this video, we developed a mobile website with detailed instructions about navigating the confusing general admission lines, queuing stations, and entry chutes, and seating placements.