Marckel Supplies Marketing Magic to Hunter's Heisman-Winning Campaign
By
Doug Donnelly
Special for MHSAA.com
July 29, 2025
When he was hired at the University of Toledo in 2016 as assistant director of creative services, Derek Marckel thought he had found his dream job only a few months after graduating from college.
Then he became Colorado University’s graphic designer for football in 2019 and thought he had finally landed the job he’s always wanted.
After stops at the Michigan State University to work with former football coach Mel Tucker, and University of Southern California to work with Lincoln Riley, Marckel, 32, is back in Colorado and certain he’s living the dream.
“This was the stuff I thought about doing when I was a kid,” said Marckel, who graduated from Ottawa Lake Whiteford High School in 2011. “I used to sit and draw pictures of all of my favorite University of Toledo football players, and then I’d take them and give them to the players or have them sign them. This is definitely what I’ve dreamed of doing someday.”
Last winter, Marckel was in New York City when his favorite subject – Colorado football player Travis Hunter – won the Heisman Trophy. It was a surreal moment for Marckel, who led a team of creative content makers who spent months last fall promoting Hunter for the biggest prize in all of college football.
“Going into the season, we knew he was going to have a pretty good chance,” Marckel said. “Once the games started playing out, we knew he had a legitimate shot.”
As senior art director at Colorado, Marckel led the Hunter-for-Heisman campaign. He was on the sidelines of every game, home and away, documenting Hunter and the rest of the Buffaloes. He designed billboards that were strategically placed around Denver and one in Times Square in New York City. Marckel’s team met weekly to plan a regular dose of social media posts and content promoting Hunter’s candidacy.
Heisman Trophy candidates emerge based on their on-field performances. But, behind the scenes, winning the trophy has long taken some pushing by colleges and universities.
“There’s a lot that goes into a campaign,” Marckel said. “You have to work with sponsors and donors who helped fund all of that. It’s a lengthy operation.”
As the season drew to a close, Colorado published a packet of information that Marckel designed and sent it to Heisman Trophy voters and the media. ESPN showcased his work.
“Almost everything we were doing was going viral,” Marckel said.
When it became clear Hunter was going to be a finalist for the award, Marckel was called upon to document the entire process. He and a member of his team went to New York City two days ahead of Hunter to be prepared when he landed in the city. Next were Heisman Trophy promotional appearances, photoshoots and the Heisman ceremony itself, and Marckel was there for all of it.
“It was Travis from sun-up to sun-down,” Marckel said. “We’d have little breaks during the day. I designed the billboard for him in Times Square. We had a photo shoot there.”
Helpfully, Hunter was a wonderful participant.
“We put a lot of work into it,” Marckel said. “Obviously it was his award, and he earned it, but it was very rewarding to us, too, to see our hard work pay off. I’ve been around thousands of athletes, and he’s probably my favorite one. He doesn’t necessarily love doing all of the media stuff, but he was comfortable around us.”
Marckel was born in Toledo but grew up in southeast Michigan. He was football team captain for the Bobcats as a senior and began his interest in design, art and photography during his time at Whiteford.
“I knew from a young age that I wanted to work professionally in sports,” Marckel said. “During my time at Whiteford, I spent a lot of my high school career around the football program. I was lucky to have my first two years of varsity with Coach (Jack) Luettke and my senior year with Coach (Matt) Garno, who had a background in graphic design. This ended up being a great foundation for me to combine my passion for football and graphic design as I was heading into the real world.”
Marckel graduated from Bowling Green State University in 2016 with a bachelor's degree in technology & visual communication technology. He landed an internship with the University of Toledo where he started designing team schedule posters, pocket schedules and souvenir tickets. That’s when social media started revolutionizing the industry, especially college football.
“Social media was kind of secondary to everything else when I started there,” he said. “It started to shift. I got in at the perfect time. Things were really starting to pick up. That’s when I knew sports was going to be what I wanted to do.”
After getting a full-time job at Toledo, his work caught the eye of someone at Colorado, and Marckel went west to become a graphic designer with the Buffaloes. When Tucker left Colorado for Michigan State, Marckel followed him to East Lansing.
At first, he missed Colorado.
“Even on the drive to East Lansing, I was thinking, ‘Why am I leaving Colorado?’” Marckel said.
He stayed two years, then landed the role as director of creative media at USC, working sun-up to sun-down in Los Angeles. When the opportunity came to return to Boulder, he jumped at it, becoming senior art director.
The Buffaloes went 1-11 his first season back at Colorado. The entire football coaching staff was let go.
That’s when Marckel’s world took another big turn.
“The rumors started flying about Coach Prime,” Marckel said, referring to Deion Sanders. “There are always these theoretical situations about who the coach is going to be. We found out about 8 p.m. that it was Coach Prime. We had to be on the tarmac at 1:30 a.m. I don’t get starstruck anymore just because of what I’ve been able to do and who I’ve been able to be around, but as soon as he stepped off the plane, I realized I was getting myself into something huge.”
Pro football hall of famers regularly makes stops at Colorado practices. Warren Sapp joined the Colorado staff. Terrell Owens stops by regularly. A steady wave of Sanders’ former teammates from the Dallas Cowboys attended practices as well.
Marckel documents it all, through his camera – a skill he’s honed along the way.
“When I started at Toledo, I would shoot all of those games, but I wasn’t a great photographer,” he said. “As time has gone on, it’s become such an emphasis. I’ve really had to refine everything I do to become the best at it.”
Initially he had to win the trust of Sanders, who brought some of his own content creators with him to Colorado.
“It took a little while to get us into a groove,” Marckel said. “Now we work side by side every day. It’s a smooth operation now. We bounce ideas off of each other.”
Day to day, Marckel works on social media, marketing, photoshoots of recruits and documents workouts and practices for Colorado social media channels.
He works with the football team exclusively, sometimes long hours during the season.
“You get kind of get burned out by end-of-season, but it's worth it,” Marckel said. “You are on the field every day with Heisman Trophy winners, hall of famers and first-round picks. It’s a cool job when you step back and look at it. This is most fun I’ve had working in college football in 10 years.”
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PHOTOS (Top) At left, Whiteford's Derek Marckel takes the field as a senior in 2010. At right, Marckel poses for a photo this year in front of the Times Square display he designed to promote Colorado's Travis Hunter. (Middle) Marckel stands for a photo with Hunter during the Heisman Trophy ceremony. (Photos courtesy of Derek Marckel.)
QB Follows Mentors in Leading Montague
October 4, 2017
By Tom Kendra
Special for Second Half
Sebastian Archer didn’t have to look far to find role models as Montague’s starting quarterback.
Pat Collins, Montague’s 14th-year head coach, was the quarterback who first brought the Wildcats to the promised land, culminating a dream season at the Pontiac Silverdome with a 12-7 loss to powerhouse Detroit dePorres in the 1992 Class CC championship game.
Cody Kater, now the Wildcats’ quarterbacks coach, took it a step further and led Montague to back-to-back Division 6 titles with wins over Leslie (41-20) in 2008 and Monroe St. Mary Catholic Central (24-21) in 2009.
“I’m pretty lucky that I get to learn from both of them every day,” said Archer, a 5-foot-9, 175-pound junior who is off to an impressive start, following in the footsteps of recent Montague quarterbacks Jacob Buchberger and Dylan Stever. “They push me pretty hard, but I know it’s only to make me better.”
Archer will try to glean all he can from Collins and Kater this week, as the 6-0 Wildcats (ranked No. 3 in Division 6 by The Associated Press) prepare to host 5-1 Muskegon Oakridge (ranked No. 6 in Division 5) in a key battle for the West Michigan Conference championship and playoff seeding.
Montague has bolted to its 6-0 start behind one of the highest-scoring offenses in the state, averaging 57 points per game. Collins said the key for his team to stay unbeaten with a grueling final three games against Oakridge, Ravenna and then Montague’s first-ever meeting against unbeaten and four-time reigning Division 8 champion Muskegon Catholic Central, is for Archer to continue his dynamic play while taking care of the ball. Archer has thrown for 945 yards, 12 touchdowns and just two interceptions.
“Sebastian distributes the ball well and makes good decisions,” Collins said. “We anticipated having a good team this year and hoped to be in the position where we are right now, but this is where things get really tough and we’ll see what we’re made of.”
While Archer is continuing the Montague tradition of strong quarterback play, he is a completely different style of QB than his two mentors.
Collins engineered the tightly-packed, wing-T offense during his playing days, which usually meant about one or two passes per game.
Kater was more of a prototypical pocket passer, standing 6-4 and throwing 79 touchdown passes over his career. Kater played college quarterback at University of Cincinnati, Grand Rapids Community College and finally Central Michigan. He worked his way up to the starting job for the Chippewas as a junior, but broke his collarbone in the first quarter of CMU’s 2013 season-opening game against Michigan in “The Big House.”
Archer, meanwhile, is described by Collins as more of a “point guard” on the football field.
“He is definitely a dual threat,” Collins said. “Like a good point guard, he is capable of taking it into his own hands if need be. But first and foremost, he’s looking to get our other guys involved.”
That supporting cast, many like Archer part of Montague’s loaded junior class, has been stellar through the first two-thirds of the season.
Bryce Stark is explosive out of the backfield, rushing for 625 yards and 13 touchdowns this fall. Kenyan Johnston is the team’s most prolific receiver, highlighted by his nine catches for 129 yards and two touchdowns in a thrilling 46-44 win at rival Whitehall on Sept. 22. The main downfield threat is burner Jake Jancek.
For the past 40 years, the road to the WMC title has gone through Oakridge, a perennial playoff team which has qualified for the postseason 21 of the past 22 years and won MHSAA championships in 1997, 2005 and 2008. The main rival for Oakridge for many years, particularly the 1990s, was Ravenna, but since the turn of the century the biggest challenges have come from the White Lake area duo of Whitehall and, especially, Montague.
Montague edged Oakridge 29-26 two years ago and led 28-14 last year at Oakridge before the Eagles rallied for a 31-28 win.
Archer expects another classic game.
“I can’t wait for Friday night,” said Archer, who, in addition to his quarterback duties, starts at safety and punter and hold on kicks. “It will probably be like the Whitehall game where the stands are full and people are sitting on the grass. Those are the games we love to play in.”
Part of the reason for the year-in, year-out success at Montague and Oakridge is coaching stability. Montague has had just two head coaches in the past 32 years, with Ken Diamond coaching from 1986-2003 and Collins from 2004 to present. Oakridge has had an even longer stretch with just two head coaches, led by Jack Schugars from 1979 to 2010 and now Harger from 2011 to present.
Montague has made the playoffs in 12 of 13 seasons under Collins, with the back-to-back championships in 2008 and 2009 capping an amazing stretch which saw the Wildcats make it at least to the Semifinals five straight years from 2005 to 2009.
Getting back to that elite level is what motivates Archer to come in to “Camp Kater” on Monday and Friday mornings before school. Kater emphasizes building up arm strength on Mondays, and switches the focus to pocket awareness on Fridays. Those sessions have transformed Archer from a running back playing quarterback to a well-rounded QB, Collins said.
Archer grew up idolizing Kater in small-town Montague, but he lists his favorite professional quarterbacks as Tom Brady and Doug Flutie, the 5-10 quarterback who was an inspiration to little guys everywhere. Flutie retired in 2005 when Archer was just 4 years old.
“The roster lists me as 5-9, but I’m 5-7; I’m not gonna lie to you,” said Archer, who also plays basketball and baseball for Montague. “I’ve watched old films of Flutie, and I love how he found a way to make things happen even though he was a little guy. That’s what I try to do.”
Tom Kendra worked 23 years at The Muskegon Chronicle, including five as assistant sports editor and the final six as sports editor through 2011. E-mail him at [email protected] with story ideas for Muskegon, Oceana, Mason, Lake, Oceola, Mecosta and Newaygo counties.
PHOTOS: (Top) Montague junior quarterback Sebastian Archer, a true dual-threat for the unbeaten Wildcats, looks for running room Sept. 22 during his team's 46-44 victory over rival Whitehall. (Middle) Archer tries to throw over 6-4 Whitehall defensive end Brandon Rake; Archer completed 14 of 20 passes for 217 yards, four TDs and no interceptions in the win. (Below) Montague coach Pat Collins played quarterback for the Wildcats in the early 1990s, leading them to the Class CC championship game in 1992. Collins, now in his 14th year, has a 121-38 record at Montague, highlighted by back-to-back MHSAA titles in 2008 and 2009. (Photos by Tim Reilly.)