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AJT Foundation – “Drafting Dreams. Changing Futures.” Campaign
Ad Campaign
CLIENT: AJ Terrell Jr. Foundation
SERVICES: Campaign Strategy • Creative Direction • Video Production • Social Media Campaign • PR & Storytelling • Youth Impact Branding
Brand Messaging Built for Impact
We constructed a messaging framework that reflects the Foundation’s mission and AJ's heart for the next generation:
“Where discipline meets direction.”
“Your talent gets you started. Your education takes you further.”
“A future you can count on. A community that shows up.”
“Athletes aren’t made in a day. Futures aren’t either.”
Every line was crafted to resonate with students, parents, mentors, donors, and corporate partners.
A Visual Identity That Speaks to Youth Culture
We created a look and feel that merges sports energy with academic ambition:
Dynamic black + red color palette inspired by the Falcons
Graphic “player card” motifs featuring real students
The “Future Draft Board” — a signature visual that elevates youth as first-round picks in life
Motion-driven visuals for TikTok, Instagram, and Reels
A hype-style promotional video mixing real footage and kinetic typography
This gave the campaign authenticity, emotional pull, and a professional sports feel that instantly catches attention.
Launch Campaign Strategy
The full ad campaign rollout included:
Social Media Ads & Storytelling
Day-in-the-life narratives highlighting students rising academically
Inspirational quotes from AJ Terrell and coaches
Short-form videos showing practice, study sessions, and transformations
Clear donation CTAs built into every post
Email & Community Outreach
Impact storytelling for donors
Parent-centered messaging
Progress updates and event announcements
Seamless branding across all touchpoints
Press & Media
A compelling media pitch connecting AJ’s hometown legacy with educational equity
Coverage timed around National Cheesesteak Day, youth events, and Falcons season
Local Atlanta outlets targeted for maximum reach
Event Activation: The Future Draft Gala
We designed the entire Gala brand experience, including:
A full Google Slides pitch deck
Draft Board mockups
Player Cards for each featured youth
Immersive LED concepts for Glacier Ice Bar
Sponsorship tiers and donor experience flows
Scripted program for AJ and guest athletes
This positioned the AJT Foundation as a forward-thinking nonprofit with a clear mission and world-class presentation.
A Campaign That Moves More Than Metrics
The “Drafting Dreams” campaign wasn’t just creative — it shifted the narrative:
Increased donor engagement
Higher youth program visibility
Expanded community partnerships
A stronger emotional connection between supporters and the mission
Most importantly, it elevated the real students whose lives are being transformed through mentorship, academic support, and opportunity.
Building Futures, One Story at a Time
Through bold creative, heartfelt storytelling, and strategic media execution, LevelUp Social helped position the AJT Foundation as a game-changer for Atlanta youth — on and off the field.
This is more than a campaign.
It’s a movement to rewrite what success looks like.
A Campaign That Bridges Athletics, Academics & Opportunity
LevelUp Social partnered with the AJT Foundation, founded by Atlanta Falcons cornerback AJ Terrell Jr., to build a powerful storytelling campaign rooted in a simple truth:
Not every athlete makes it to the pros — but every young person deserves a path to success.
Our mission was to design a movement that speaks to youth, inspires families, and rallies communities around the importance of education, mentorship, and real-world support.
The result: a bold, deeply human campaign called “Drafting Dreams. Changing Futures.”
A message that reframes success beyond sports and celebrates the power of academic excellence.
