PSAs

THE BRIEF:

NCAA’s Division II deserves to be seen for who they are, champions. And that’s what these spots are all about. I wanted to differentiate and celebrate a community that puts their hearts into every experience—not only in athletics and academics but all of life's passions. 

MY ROLE:

Lead Copywriter

-Utilized research and audience insights to generate the rebranding concept and messaging strategy

-Came up with the concept of “Champions” that would become an ongoing storytelling device for the brand  

-Wrote 3 scripts, each targeting a specific audience: Student-athletes, their parents, and one for the whole family.

-Created a distinctive voice and narrative for DII

-Heavily influenced the visual + cinematic direction