We developed concepts each week largely inspired by Coach McDermott’s pep talks, rallying cries from the guys and themes based on specific matchups, or sayings that got us pumped up. Approved designs were quickly put into production and handed off to the Bills ahead of every game.

We’ve always been Billievers, so when the team went 13-3 in the regular season, we had to up the ante for the playoffs. We started by slapping four giant pennants on top of Seneca One, Buffalo’s tallest building, then sold less enormous replicas and playoff mini pennants for charity.