Building In The Bay: The Story Behind The Bulls Epic Uniform Reveal With Tampa General Hospital
August 13, 2026 | Football
Joey Johnston/Athletics Senior Writer
"Building In The Bay.''
For the University of South Florida and Tampa General Hospital — two of the Tampa Bay area's most recognizable brands — that's more than just a catchy logo. It's a symbol of their enduring partnership. And it's also a peek into an ambitious future.
South Florida Athletics is building a 35,000-seat on-campus stadium and football operations center, set to open in 2027. TGH is building the Taneja Tower, set to open in early 2028, which will serve as home to the hospital's surgery, neuroscience and transplant teams, integrating advanced care, research and education in partnership with USF Health.
"Tampa General Hospital has been an incredible partner to not only South Florida Athletics and Bulls football for more than 25 years, but also our university and the community as a whole,'' South Florida Athletics CEO Rob Higgins said. "TGH is an unbelievable asset for all of us. When you think about the amazing things happening at South Florida Athletics, our partnership with TGH makes perfect sense for both of us.''
It's a story worth telling.
So, when the creative unit of South Florida Athletics kicked into gear, in collaboration with TGH, it produced an unforgettable video that spotlighted the teamwork, professionalism and urgency that typifies each organization.
And it provided a first look at the distinctive "TGH'' patch that will be worn on the front of new Bulls football uniforms this season. Announced in April, it's the first college athletics jersey patch partnership among Florida schools and the first nationally with a health-care provider.
"Our team at Tampa General is proud to be Bulls football's exclusive hospital-based health-care provider and to have our longstanding partnership reflected on the team's jerseys,'' said John Couris, president and CEO of Florida Health Sciences Center | Tampa General. "As members of our Tampa Bay community, we have the privilege of caring for student-athletes on and off the field. At its heart, this partnership is about just that: delivering world-class, comprehensive care — powered by academic medicine — that supports their health, safety and performance year-round.''
How to best tell that story in a compelling manner?
Carl Schmid, the South Florida Athletics assistant vice president for creative and brand strategy, said the team ultimately focused on utilizing TGH's Aeromed Transport Services, which has completed more than 50,000 helicopter missions, because of the potential for high-intensity action. There were June meetings and site visits that produced storyboards, visuals and a more finely tuned concept.
There were unpredictable variables such as weather, scheduling and overall safety. And, of course, South Florida Athletics needed a buy-in from TGH. That occurred with enthusiasm.
"It all came together,'' Schmid said.
Fast-Paced ActionThe 77-second video, providing one surprising scene after another, along with the first photos of the new-look uniforms were created through the work of the Athletics marketing videography team of Brandon Kowalak, Drew Kelly, Dominik Vega and Stephen Galvin, in addition to drone footage from the Two Stories Media production company.
It begins with a dramatic overhead shot of downtown Tampa with TGH's campus in the foreground.
There's the TGH helicopter looking for clearance with two South Florida football players aboard — tight end Wyatt Sullivan and linebacker Grayson "Pup'' Howard — as they anxiously shuffle back and forth while bracing themselves.
The pilot speaks: "Command, we're inbound now. Two minutes. Over.''
The command center dispatcher — Bulls head coach Brian Hartline — responds: "Copy that. We got eyes on you.''
Pilot: "Coming around Taneja Tower now. Over.''
Hartline: "All cleared for landing.''
The chopper reaches the TGH rooftop helipad. The door opens and football cleats are visible as a Bulls player stretches out to disembark. Sullivan and Howard get their bearings, adjusting their helmets, extending their arms, checking out the surroundings, flexing, catching a football, the TGH uniform patch shown repeatedly.
One by one, TGH team members enter the picture — a surgeon, nurses, a pharmacist, physical therapists — and they are all shown together on the helipad, standing together in a straight line. South Florida football players. TGH medical professionals. Together. One team.
It's punctuated by a message:
Delivering Excellence
On the Gridiron and in Academic Medicine
"That video was straight fire,'' Howard said. "I absolutely loved it. It really connected the partnership and showed how hard the health-care professionals work and how blessed we are to wear the TGH patch on Saturdays.''
Spoiler alert: The South Florida athletes actually didn't travel in the moving helicopter due to compliance and liability issues. Kowalak, the department's senior videographer, was a fully engaged passenger during the flight. But the tight, fast-paced shots made it seem like the players were also airborne. That was fine with Sullivan, who said "I'm not really a heights guy and I'm not going to look down.'' Then again, being in the helicopter actually intrigued Sullivan and had him pondering whether he'd like to pursue a pilot's license one day.
"I was kind of amazed at the job everyone does at the hospital,'' Sullivan said. "It's inspiring.''
The video also got Hartline's approval.
"The players did a good job, but you need a better actor to play the flight controller guy … he was terrible,'' Hartline said with a smile. "The whole thing was planned out and executed well. We want to be first class in everything we do and that was first class.
"South Florida Athletics couldn't pick a better partner than TGH. We're thrilled by it. They've been massively supportive. All of the TGH people that we deal with are absolutely first class.''
Working As One TeamSchmid said he has received nonstop compliments from individuals around the department and comments from the players about the video's quality and how much they enjoyed the experience.
When Carlee Calfee, the marketing team's senior manager overseeing social media, posted the video in collaboration with TGH, the Instagram reaction was positive.
Absolute. Cinema.
Holy goosebumps
Spectacular!!! Gets me hype!!!
"We had to work through a few things,'' Schmid said. "I had the Weather Channel app open nonstop and we actually moved the shoot up a day because we had more favorable weather on the Saturday instead of the Sunday, our original plan. This was an active helipad, so we had transports going in and out, so there was some starting and stopping.
"But I can't commend everyone enough for how well it turned out. You look at some of those shots and you're like, 'Dang, that could be a movie!' It's that much of a (high) quality product. The (editing) began on a Sunday and we had it live on a Wednesday, after a lot of tweaking and changing, just prior to the American Conference Media Days. Getting the cooperation of Coach Hartline, our players and TGH helped us to make it all happen.''
There were numerous South Florida ties to the TGH participants.
Physical therapist Ali Dietz, a 2020 USF graduate, said she's a huge football fan and was thrilled to be involved in the video. She hasn't been to many Bulls games the last few seasons because she's a relatively new mom, but looks forward to taking her son to future Bulls games in the new on-campus stadium.
Dietz, who called the TGH uniform patch a "great addition'' to the football uniforms, said she's equally thrilled with the impact South Florida made on her professional life.
"USF prepared me by not only providing a comprehensive education, but allowing me to make connections in the community,'' Dietz said. "One of the most important aspects of this career is being able to connect with patients to provide the best individualized approach to care.''
Waldo Guerrero, a 2004 USF undergraduate and a 2008 medical school graduate, is a TGH neuroendovascular surgeon and an assistant professor at the USF Health Morsani College of Medicine. He, too, was excited about contributing to the video.
"As someone who immigrated to Tampa as a young child, USF represented opportunity,'' Guerrero said. "It gave me the chance to pursue a dream that ultimately led me back to Tampa to care for patients in the community that helped raise me. It's especially meaningful to now train future physicians at the same institution that trained me.''
Guerrero said he feels he has grown up with Bulls football, following the program since its early days.
"It's exciting to see how much the program has grown and the momentum surrounding South Florida Athletics,'' Guerrero said. "I think the TGH patch is a tremendous symbol of the partnership between two institutions that are deeply invested in the Tampa Bay community. TGH and South Florida Athletics share a commitment to excellence, teamwork, innovation, and serving others.
"Whether it's caring for patients, educating future health-care professionals or supporting student-athletes, we're all working toward a common goal of making our community stronger. I think it's fitting that partnership will now be visible on the field every Saturday.''
Dietz, Guerrero and the other TGH professionals are fans of the Bulls.
Likewise, after getting a behind-the-scenes view, Howard and Sullivan are fans of TGH.
"Meeting all those doctors and nurses, the pilots and staff, and the others who work at the hospital … that was the best experience for me,'' Howard said. "To talk with them and maybe brighten their day, it was great. What they do is so important and it's an honor that we're associated with them.''
"When you see people in the hospital setting — and knowing they're dealing with life-and-death issues on a daily basis — it makes you look at things a little differently,'' Sullivan said. "We play a game and they cheer for us. But in our hearts, we're cheering them on, too.''
As the video showed, it's a natural partnership. Beyond the uniform patch, it's about working together for the common good.
Two storied Tampa Bay institutions, both building something meaningful in the bay.
One team.
–#GoBulls–
Joey Johnston
Athletics Senior Writer
Players Mentioned
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