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How I see it:
They say content is king, but without a good story to accompany it, it's just a bunch of flashy images on a screen. In the heavily saturated age of digital media it's a good story that's as good as gold.
My Experience:
They say content is king, but without a good story to accompany it, it's just a bunch of flashy images on a screen. In the heavily saturated age of digital media it's a good story that's as good as gold.
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Project Description:
LA Clippers 2016-17 season brand marketing campaign
My Role:
In my first week at the company, after hearing our team president speak about the "ethos" of the team and quickly reviewing the over 100 campaign ideas that had been rejected in the previous couple months, I pitched the "It Takes Everything" campaign idea and it was universally loved.
The Ethos:
What you see on the court is just the tip of the iceberg
Key Contribution:
The Logo & Font:
The Outcome:
Developed, pitched and built out concept including bringing in well-known motivational speaker, Eric Thomas, whose "no excuses" style fit the grit of the campaign perfectly.
The campaign was the beginning of a new brand identity and a "gritty" Clippers team.
The campaign helped the organization set a franchise record $4.5 million in single game ticket sales.
Graffiti font reflects gritty "street ball" with a bit of panache
Advertising:
Work Samples
(Click to visit)
All the "things" it takes
Billboard
TV Commercial Brand Spot
Social Tile Cards
Social Tile Cards
Social filter we created for fans to engage with our campaign
Social:
Amplified our campaign by visually telling the story of the season, through images of key plays that represent all the different things it takes to add up to greatness
Special playoff hype video we created & released just before Game 1 of the 1st round of the playoffs to pump-up our fans & drive ticket sales. We received over 100,000 views on our social channels.
The Playoffs:
On the lead-up to the playoffs we pivoted the campaign to call on Clipper Nation for their support by switching the focus to the fan.
"It Takes Everything" suddenly became "It Takes You"
Internal Campaign Storyboard
Updated Playoff Radio Brand Spot
(Click to listen)
Unknown Track - Unknown Artist
00:00 / 00:00
Voiced by motivational speaker Eric Thomas
Playoff Web Veneer with Word Pattern Background
In-Arena
With the aim of creating something truly memorable that aligned with our campaign we developed a special hidden message black-light playoff t-shit that revealed "all the things it takes" to achieve success that so often go unseen
Playoff shirt as seen in normal light
Playoff shirt once black light hits
"Lights out" created a memorable moment for all fans who suddenly saw their shirts light-up and an incredible illuminated arena
Glimpse of the team open video matching the incredible glowing shirts under the black light during pre-game rehearsal
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In-arena team open
Playoff Party
We held a playoff party at Venice Beach to continue to tell the story of the campaign and engage our fans before the start of the playoffs
We created a large mural and asked fans to write what they thought it would take for the Clippers to win it all
Snapchat Filter
As part of the programming we invited the Venice Basketball League to entertain the crowd with a gritty street ball game
We invited our Clippers Dunk Team to do a performance at the Venice basketball courts
We brought the fan curated mural to Staples Center before each game of the playoffs for fans to take photos with
Dunk Team Performance
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Secured young pop artist, Spencer Ludwig, to perform live at party
Special Artist Integration
Worked with several popular artists to create visually appealing pieces that tied to the campaign ethos
(Click to visit his social page)
Secured rising star in the art world, YungJake, to do one of his famous "emoji" portraits
(Click to read article)
Scoreboard Nation Article on Blake's YungJake Portrait
Close-up of the incredible emoji-based portrait
(Click to visit his social page)
Infusing some color into the mostly black & white campaign for a special eye-catching in-arena & digital playoff piece
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