New York Football Giants

New York Football Giants

New York Football Giants

New York Football Giants

In collaboration with the New York Giants and production company Diamond View, we created a living and breathing campaign and identity for the momentous 100th season of Big Blue. It's only 100 years of legendary games, players, coaches, fans and family in the most rabid media metropolis in the world...not much to see here!

Diamond View

Will Shanahan, Anthony Santa

Uniform teaser

Uniform teaser

Uniform teaser

"LAYERS"

It’s easy to fall into the trap of standard, cliche statements of excellence when tasked with celebrating 100 years of anything. But this was different. This was the NEW YORK FOOTBALL GIANTS. We knew that in order to truly represent the team, the city and the fans, we needed something more. Something that everyone in this town would understand. The connective tissue that has been so consistent for an entire century.

Generations standing on the shoulders of generations didn’t just feel like a football team, it felt like New York. It felt like family. It felt like something we could all to relate to in a way that only New Yorkers can. (And New Jerseyans too, obviously.)

For every torn poster on the street there are about 50 more underneath it covering up a past event or promotion. Those old posters were never ripped down though, just covered up by something new. The same goes for the skyline—skyscrapers built upon office buildings built upon houses built upon farmland. Even our own families—grandkids from kids from parents from grandparents.

As the new is born, the old does not get erased, it merely becomes part of a great story.

Looking back at the history of the New York Giants, we knew this was THE connective tissue. The team has been in the hands of the same family for generations, and fans pass down their season tickets as treasured heirlooms. Each era has its own championship giving every fan a story to tell and glory to relive.

Layer by layer and year by year, the New York Football Giants continue to write new chapters in their illustrious history. Its past will never be erased, the legends will only continue to grow.

Wise words from the Great L.T.

"Century Red" historic uniform reveal video

"Century Red" historic uniform reveal video

"Century Red" historic uniform reveal video

Uniform details and 50 yard line graphics that pay homage to the Giants visual history were carefully arranged by the team to reflect multiple eras

"Legends Night" at Madison Square Garden

"Legends Night" at Madison Square Garden

"Legends Night" at Madison Square Garden

"Legends Night" at Madison Square Garden

"A Giants Story" Season launch video, narrated by lifelong Giants fan and New York legend Chazz Palminteri

"A Giants Story" Season launch video, narrated by lifelong Giants fan and New York legend Chazz Palminteri

"A Giants Story" Season launch video, narrated by lifelong Giants fan and New York legend Chazz Palminteri

"Every New Yorker has a Giants Story"

During our first meeting with the New York Giants, I shared with the team a story about how my wife’s grandmother and grandfather had their first date at a Giants game. Her grandfather had just returned from World War II and her grandmother was gifted tickets to the game by team owner Wellington Mara himself. Needless to say the rest is history.

Over 60 years later, I was at my parents’ house watching the Giants take on the undefeated New England Patriots in Super Bowl XLII. I had just returned from meeting my soon-to-be wife’s family for the first time. I spent the night bragging to my family about my wonderful girlfriend in between the highs and lows of what was one of the most incredible football games I had ever witnessed, but always coming back to cloud nine. The Giants ended up doing the impossible and beat the unbeatable. I proposed to my girlfriend a few months later and needless to say, the rest is history.

Now it’s important to know that I grew up a Jets fan. My memories of watching games with my father and brothers were centered around the color green, not blue. The reason I share this information is because I realized that the Giants were not just a football team, but an institution in and around the city of New York. Whether you were a fan or not didn’t matter, because the team probably still had an impact on your life at some point. Every New Yorker has a Giants story.

Which brings us to 2024. I stand before legendary writer, performer, director and New Yorker Chazz Palminteri. What was our first conversation? A wild story from his teen years revolving around the Giants of course. And the rest, as you know, is history.

Jon Contino
Creative Director, CONTINO

Hand-cut and assembled phrases that were photographed and applied to the titles in the launch video starring Chazz Palminteri.

Hand-cut and assembled phrases that were photographed and applied to the titles in the launch video starring Chazz Palminteri.

Directors Jon Contino and Will Shanahan

Directors Jon Contino and Will Shanahan

The identity for the 2024-2025 season doesn't stop here.


With a few tweaks, the modern version becomes the foundation for any game not using the throwback style.

The identity for the 2024-2025 season doesn't stop here.


With a few tweaks, the modern version becomes the foundation for any game not using the throwback style.

The identity for the 2024-2025 season doesn't stop here.


With a few tweaks, the modern version becomes the foundation for any game not using the throwback style.

The identity for the 2024-2025 season doesn't stop here.


With a few tweaks, the modern version becomes the foundation for any game not using the throwback style.

Social template system

Social template system

Social template system

Copyright 2024. All Rights Reserved.

Contino is a creative consultancy. Our medium is emotion.

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