Tackle ALS Fundraiser

Written By Dalton Follows

Purpose-Driven Design for a Life-Saving Cause

Client: Massachusetts General Hospital, in collaboration with the NFL Tim Green, and Troy Green
Role: Creative Director (HSA DEV) | Lead Designer, Brand Strategist, UX Director

Tackle ALS began as a deeply personal mission: Tim Green—NFL Hall of Famer, author, and father—had recently been diagnosed with ALS. Together with his son Troy, he wanted to bring a positive light to a devastating disease. Their vision wasn’t somber—it was hopeful. They imagined a fun, competitive experience that could unite football fans and families around a shared goal: beating ALS.

As Creative Director at HSA DEV, I led the branding, messaging, and UX strategy for the project. Our team of 10 engineers and I designed and developed the first version of the site, built around a team-based fundraising competition. The platform allowed fans to create their own teams or join teams led by NFL legends—among them Tom Brady, Deion Sanders, and other A-list players—to raise money in the spirit of the game.

But the real breakthrough came once the campaign went live.

We discovered that influencers with small, tight-knit audiences (150–200 people) often outperformed celebrity campaigns in funds raised. These “micro-leaders” activated real relationships and drove passionate support. So we pivoted—shifting energy and strategy toward local community organizers and grassroots fundraisers. This insight became central to the campaign’s enduring success.

To date, Tackle ALS has raised over $10 million for ALS research, benefiting the Sean M. Healey & AMG Center at Mass General. The campaign continues to thrive, though Mass General now manages the site independently.

For me, this project changed everything. It was my first introduction to purpose-driven design—and it taught me how thoughtful creative work can become a true instrument of hope. We worked long nights not out of pressure, but from belief in what we were building.

To cap the experience, I was invited to present the final product in person at the New York Athletic Club, overlooking Central Park. My presentation was later featured in a 60 Minutes special on Tim Green’s story—nominated for an Emmy.

Skills Highlighted

  • Creative Direction – Led all creative through launch, aligning design and dev teams with the client’s vision

  • UX + UI Design – Designed an intuitive, gamified donation platform built for emotional and viral engagement

  • Brand Strategy – Developed messaging that redefined ALS through hope, fun, and community competition

  • Influencer + Campaign Strategy – Leveraged both celebrity and micro-influencer networks for maximum impact

  • Public Speaking – Presented final product to high-net-worth donors and media; featured on national TV

Featured Media

Introduction Video (Directed & Edited by Dalton)

Feature on Thanksgiving to 10 million live viewers.

Dalton Follows
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