Copywriter
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Content & Creative strategist
Out-of-Home Ads
“Since” Campaign
As a dedication to the Rangers community, this award-winning campaign highlighted real Rangers fans in ads alongside current players and legendary veterans. It was a straightforward campaign visually, so the copy needed to push the personality, passion, and personal anecdotes to make the creative sing. Most of my work from the campaign was displayed on digital boards in and around Madison Square Garden, and select work made its way onto landing pages and in print pieces.
Branding / Immersive Experiences
“Calling All Blueshirts” Campaign
Early into the brainstorming process, my creative seniors were adamant that the postseason tagline be a bold expression of community toughness, like a war cry to galvanize Rangers fans. Knowing the brand team would never go for anything too aggressive, I approached it like a chant from a high school pep rally in a small town, which later inspired our primary postseason activation, RangerTown Square.
Immersive Experience / Rangerstown Square Interior
Immersive Experience / 360 photobooth
Print / Brand Activations / Video
“RangersTown Unite” Campaign
For the 2017-18 season, we continued using fans, players, and Rangers legends in our creative; only we elevated the direction from the "Since" campaign. The new strategy was to be more story-driven and to use action-oriented language, similar to the rally cry-style from "Calling All Blueshirts." The campaign debuted with an epic season ticket membership package that included 41 uniquely designed tickets, which I distilled from real stories by real Rangers fans and legends. I also contributed marketing activation ideas inspired by the campaign's identity.
Brand Activation Pitches