Overview
The Honda Battle of the Bands (HBOB) has been around since 2003, celebrating Historically Black College and University (HBCU) marching bands. In 2025, the event was designed to celebrate over 20 years showcasing top marching bands around the country.
After a year’s hiatus in 2024, the event took its talents to the West Coast for the first time ever.
Along with another agency, we were tasked with bringing enthusiasm and visibility to this historic moment for HBOB. We had to bring the same energy that the showcase itself promised to longtime fans, alumni and the local community.
The Approach
Building on the bold visual identity established by the lead agency, we saw an opportunity to amplify the energy even further. Our challenge was to create assets and a strategic creative direction that would capture the raw passion of the moment.
The tagline "Big Band Energy" emerged as the perfect frame—authentic, memorable, confident. From there, we layered in dynamic photography and imagery, using oversized typography to create movement and visual rhythm. We knew this announcement deserved to stop people in their tracks: HBOB was making history with its first-ever West Coast appearance in Los Angeles.
We had to make sure people took notice and bought tickets to this historic showcase.
The Results
They showed up. And they showed out.
Tens of thousands of fans, students, and alumni filled the streets to celebrate the rich traditions and culture of HBCUs. Behind every touchpoint was our creative strategy. From pre-launch planning through the final week before the event, we were embedded in the work—building momentum across every platform. Digital and print. Social and physical. Every channel told the same story, reinforced the same energy, and delivered the same message.
The result wasn't just attendance; it was a community fully activated and ready to celebrate.
Deliverables
Digital Banners
Video & Motion Content