ESPN X WNBA
How do we tell the story of the WNBA's brightest stars while giving a nod to their core fan base?
ESPN - WNBA ALL STAR WEEKEND
Challenge
ESPN and the WNBA tasked us with creating a campaign that seamlessly blends music and women's basketball, while simultaneously driving viewership for their All-Star Weekend in Phoenix.
Approach
We tapped into the WNBA’s core audience by leveraging music and popular musical artists BIA and Lakeyah to tell a compelling story geared towards women.
Execution
I spearheaded the development of a concept music video featuring ESPN's theme song “Can’t Get Enough” by BIA, Lakeyah, and Flau’Jae. This video captures the essence of the ultimate ‘girls trip,’ spotlighting five women who epitomize the WNBA spirit on a road trip with the artists through the desert to Phoenix, Arizona. The result was a captivating standalone music video that seamlessly integrated into ESPN's advertisements, significantly boosting viewership for the All-Star Weekend.
Creative Direction + Content Strategy
ESPN - WNBA PLAYOFF CAMPAGIN
Challenge
ESPN and the WNBA engaged us to develop a campaign that would fuse music and women’s basketball in a way that resonated with fans and fueled anticipation for the WNBA Playoffs.
Approach
Our vision was to create a campaign that not only connected with the WNBA’s core fan base but also reflected the elevated level of competition and intensity on the court. Featuring powerhouse artists Lay Bankz, Saweetie, and Flo Milli, we designed a narrative that captures the spirit of raising the game and the grit required at playoff level—an anthem of empowerment, strength, and unity.
Execution
I led the development of a concept music video set to “Pretty Girls Cry Too,” showcasing the journey of five women embodying the resilience and determination of the WNBA playoffs. The video delivers an unforgettable visual story that celebrates competition at its peak, seamlessly woven into ESPN’s advertisements to engage and inspire. The result was a captivating, standalone piece that drove unprecedented excitement and viewership throughout the playoffs.
