Level Up Your Game TVC | 2021
I was tasked with strategy, ideation, and scriptwriting for a Mountain Dew TVC featuring NBA stars Zion Williamson and Zach LaVine. The fourth-wall-breaking spot plays on the criticism NBA 2K22 gamers receive, with Zion and Zach pausing to take a “Dew break” before jumping back in with renewed confidence — shutting down the haters.
The campaign aired from October 2021 to January 2022, reaching over 40 million households (Credit: iSpot.tv).
Courtside Studios | NBA All-Star Weekend Chicago 2020
For NBA All-Star Weekend 2020, I helped lead the Integrated Agency Team tasked with “painting Chicago green” for Mountain Dew. To cut through the noise, we tapped into basketball’s social-driven fandom and delivered a culturally disruptive experience: Courtside Studios, a three-day immersive activation in the heart of Chicago’s West Loop. Fans gained unprecedented access to their favorite athletes and culture-makers through events, content, and live moments.
The activation delivered 4.2 billion total weekend impressions (Credit: PepsiCo).
Dare To Dew | NBA x Mountain Dew Experience Design & Strategy
I played a leading role in designing Dare To Dew, an immersive fanexperience that reimagined the NBA’s three-point contest through Mountain Dew’s lens. The activation brought basketball culture to life off the court, culminating in a trick shot contest with a fadeaway finish. The experience was elevated by a capsule collection from hoops fashion designer Eric Emanuel, blending style and sport.
The full-scale event launched in New Orleans, with mobile versions hitting Indiana and Atlanta. Collectively, the campaign drove around 20K impressions and engaged 1,100+ consumers directly (Credit: PepsiCo).
Agency: TEN35
