Southern Methodist University x ACC

In 2024, SMU joined the highly competitive Atlantic Coast Conference (ACC)—and we made a whole beautiful campaign about it.

With a change this big, SMU sought to reveal the extraordinary power of not only its athletes, but its entire community of change makers to the world at large. The answer? MUSTANGS MUST.

(In their inaugural ACC season, the SMU Mustangs men’s basketball team placed 4th amongst new friends and rivals. Pretty damn extraordinary.)