MOUNTAIN DEW
Role: Associate Creative Director | TEN35
Scope: Multicultural Creative Lead | 3-Agency IAT | Integrated Campaigns | Experiential | Partnerships | TVC | Client Leadership
Over three years, I led TEN35's multicultural creative remit for MTN DEW within a three-agency integrated team, working across basketball, gaming, music, fashion and live experience.
I led our agency team and worked directly with the client across strategy, concept development and execution. Our scope stretched across campaigns, experiential, social, partnerships and broadcast, giving us the opportunity to help shape how DEW showed up in culture across channels rather than through isolated executions.
That work included Courtside Studios, a three-day NBA All-Star Weekend takeover in Chicago's West Loop; Dare to Dew, a fan experience built around basketball, music and creator culture in New Orleans; the Jae Tips partnership during the NBA Playoffs; and Level Up Your Game, a national TV campaign launching the Zion Williamson partnership alongside Zach LaVine.
Courtside Studios generated 4.2B impressions, while Level Up Your Game reached 40M+ U.S. households.
Across the account, our role was to help MTN DEW build a more connected cultural presence across live experience, content, collaboration, gaming and broadcast, with each moment contributing to a broader brand world.
BROADCAST + DIGITAL CONTENT
MTN DEW NBA ASW CHICAGO
During NBA All Star, we unveiled Courtside Studios, a 3-day immersive experience in the heart of Chicago’s West Loop that gave fans unprecedented access to their favorite sports stars and culture-makers.
DARE TO DEW
Dare to Dew was a full-on fan experience, featuring live music from local artist, and a skills challenge course. There was also a on-site creators studio, plenty of merchandise, and enough Mountain Dew to go around for every attendee.
