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Dairy
  Max

Dairy MAX is a nonprofit Dairy Council representing 900+ dairy farming families across eight states. Through passion and purpose, Dairy MAX promotes the education and sales of dairy in minds and communities everywhere.

Dairy MAX

Chocolate Milk

NIL Campaign

+ objective

This Name, Image, and Likeness (NIL) campaign united Dairy MAX and the Texas Tech University football program in a unique partnership. The initiative featured five engaging short-form videos that combined humor with educational content about the dairy industry. Designed to boost brand awareness, these videos effectively connected with a wide audience while showcasing Dairy MAX's mission.

+ DELIVERABLES

Copywriting

Video Production

Launch Strategy

NIL Negotiation & Support

Athlete Communication

Performance Reporting

DairyMax 2

+ DISCOVERY

Dairy MAX came to the table with Primitive's favorite instructions: think as far outside the box as possible. The Dairy MAX team wanted these videos to have a sense of "virality" while remaining very comical and relatable. The partnership included deals with seven Texas Tech football players, including record-breaking running back Tahj Brooks.

 

During initial discovery calls, the Primitive team presented Dairy MAX with 10 initial video concepts, and both teams worked collaboratively to choose the five we thought would best accomplish the goals set forth by the client. 

+ COPY

Although a few of the videos in this campaign feature little dialogue, the silence, or comedic pauses, written into these scripts speaks volumes.
 
The scriptwriting process for this project was extremely collaborative both internally at Primitive and externally with Dairy MAX. The trick was finding the delicate balance of ensuring the viewer would enjoy the amusing aspect of the content while still accomplishing the goal of education and awareness.
 
Whether that was done with a few words or a full script of dialogue, the final scripts communicated that Red Raiders love chocolate milk, and you should, too—in a way that was both engaging and entertaining.

Chocolate MIlk Society

Teaching with Tahj

+ PRODUCTION

Being one of the larger, more demanding studio projects Primitive has executed, the pre-production process for this campaign was extremely detailed. The Primitive team created extensive shot, gear, and prop lists, location scouted, and outlined precise timelines for each shoot day.
 
The shooting timeline was also a fairly quick turnaround due to the players' limited schedules. We had three days to get every piece of footage we needed for the campaign. To prepare, every shot was accounted for, and we had all hands on deck with a 10-person production crew.
 
Those three days were spent at multiple locations across the Texas Tech University campus, doing tons of takes and trying new ideas on set. The days were long, but the collaboration between the Primitive and Dairy MAX teams was seamless, and the student-athletes were just as dedicated to the project's outcome as they are on the field.

GOAT Milk

Campaign Teaser

DairyMAX 5

+ OUTCOMES

The five videos created were posted to X, Instagram, and Facebook. Dairy MAX and Tahj Brooks collaborated on each post, doubling the reach and views for the content.

 

Massive Reach & Engagement: The campaign garnered 1.9M+ total views, with high engagement across X and Instagram, including 19,149 total likes and 2,181 shares/bookmarks.

 

Instagram Dominance: Instagram led the charge with 933K+ views, 11.7K likes, and 990 shares, highlighting its effectiveness in driving audience interaction.

 

Strong Twitter Performance: The campaign achieved 948K+ views on X, with 7.4K likes and 537 reposts, reinforcing engagement on both platforms.

 

Diverse Content Success: While the teaser generated early traction (150K+ views), niche content like G.O.A.T. Milk (133K+ views) and Chocolate Milk is Life (98K+ views) showcased the audience’s interest in varied storytelling.

 

VIEW PROJECTS

Dairy MAX NIL Campaign

VIEW PROJECTS

Lubbock Road Bond