Assisted with copy and new marketing ideas for a legendary NBA organization weathering a tough season and trying to fire up an even tougher fanbase.

The Work

Out-of-Home Ads

Partnership Marketing

Marketing Stunts

Out-of-Home Ads

Partnership Marketing

Marketing Stunts

My Team

Tarek Awad, Design Director

Javier Jorge, Designer

Bobby Joseph, Art Director

Tarek Awad, Design Director

Javier Jorge, Designer

Bobby Joseph, Art Director

Led by the strapline "New York Forever," the Knicks creative team built the 2016-17 season's campaign against the backdrop of New York City itself. The look, the feel, the tone...all of it reflected the resilience, bold attitude and daily grind needed to live, work and thrive on the "world's greatest stage."

Out-of-Home Ads

Posterizing the Garden

Playing a bit of a bench role, I was brought in by the Knicks creative team to work on smaller, one-off projects with tight deadlines. They mostly used my copy on merchandise and ticket sales ads for the digital boards and print pieces spotted around Madison Square Garden.

Partnership Marketing / Marketing Stunts

Playmaker for the Knicks

At the start of the 2017-18 season, the Knicks brand team sought big marketing ideas to help change the culture around New York City basketball. The creative team brainstormed unique opportunities through partnerships, stunts and activations, and we hyped up the best ideas in a formal pitch deck. Not only did I contribute ideas like the NBA 2K Tournament, but I also helped other team members put their ideas into words for the deck, like the New York vs. Everybody capsule.