NFL: My Cause My Cleats
My Cause My Cleats is the NFL’s league-wide social impact initiative, empowering players to design custom cleats representing causes that matter most to them - from cancer research to mental health, education, and community programs.
During COVID, traditional studio production was impossible. Instead of pausing the campaign, I helped reimagine it from the ground up. Working fully remote, I directed player shoots over Zoom, collaborating with video teams across all 3 NFL clubs to guide framing, lighting, and performance in real time. The challenge was creating a cohesive, premium look while every shoot happened in a different city, under different conditions.
Through close coordination with the league creative team and club partners, we delivered a unified campaign that preserved the emotional core of the initiative - authentic player storytelling at scale. Originally planned as a one-month activation, the campaign resonated so strongly that it ran for the entire season and was featured in-arena during the Super Bowl.
The work went on to win a Sports Clio Award for Social Good, reinforcing a core belief I bring to every project: powerful creativity isn’t defined by perfect conditions or big budgets - it’s defined by adaptability, collaboration, and purpose-driven storytelling.
NFL: Super Bowl Week Coverage
For Super Bowl week coverage on NFL Network, the challenge wasn’t the moment - it was standing out. Without live game rights like major broadcasters, we needed a campaign that could cut through the noise and attract younger, more casual fans during the most crowded week in sports media.
The team pitched Snoop Dogg as the voice of the campaign - a natural cultural fit given his role in that year’s halftime show. From concept to execution, I led the creative approach, writing a script that balanced the NFL’s core message with Snoop’s unmistakable tone: fun, unexpected, and authentically him.
Despite a tight timeline, the campaign came together quickly and delivered outsized impact.
The result was NFL Network’s highest Super Bowl week ratings to date, with additional organic reach when Snoop shared the promo on his own social channels. The project reinforced a core creative principle I rely on: when brands lean into culture in a way that feels genuine, not forced, the connection with audiences is stronger and the results follow.
SDSU Athletics: Student-Athlete Call-a-Thon
At San Diego State, football ticket renewals needed a boost. While basketball sold itself, traditional sales call-a-thons around football felt transactional and easy to ignore - so I pitched a different approach: make the outreach human.
Instead of scripted sales calls, we brought the head football coach and players directly onto the sales floor for a surprise-and-delight call-a-thon. They personally thanked season ticket holders and reached out to select prospective fans, asking about their connection to SDSU rather than immediately selling.
The content was shared across social channels and sparked strong engagement - including comments from fans who had received calls and shared how meaningful the interaction was.
Beyond sentiment, the activation drove a measurable lift in renewals, with additional new ticket sales tied to the effort. The project reinforced a core belief that guides my work: fans don’t just buy tickets - they buy into relationships, access, and the feeling of being seen by the team they support..
Major League Table Tennis: Brand Refresh
When I joined Major League Table Tennis, the league was in an early growth phase - full of momentum, but without a cohesive creative foundation. Each team operated with its own visual approach, the website was outdated, and there was no unified brand system to support credibility with fans, sponsors, or partners.
I began with a comprehensive brand audit to identify inconsistencies across teams and platforms. From there, I built a league-wide brand system from the ground up, defining logo usage, color palettes, typography, and graphic elements. To balance consistency with individuality, I also created team-specific style guides, giving each franchise a distinct personality while ensuring cohesion across the league ecosystem.
Alongside the brand system, I led a complete refresh of the league’s website, rethinking structure, navigation, and visual hierarchy to better reflect the professionalism of the league and improve the fan experience. I also developed new social and digital templates and redesigned email newsletters, ensuring the updated brand was applied consistently across every major touchpoint.
The result was a more cohesive, elevated, and scalable brand presence. The new system streamlined creative production, improved digital engagement, and helped position MLTT as a legitimate professional league. Most importantly, it empowered teams with the tools to tell their own stories while contributing to a unified league identity - proof that strong brand systems don’t limit creativity, they enable it.
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