For this project, I led my team's creative execution. Although this was my designated role, I also conducted primary research (interviews, surveys) and secondary research to gather insights to develop the campaign. One thing I found intriguing during my research was that many interviewees shared the same sentiment. As long as they were with people they loved or enjoyed spending time with, they had a good time, regardless of the activity. This insight led my team to conclude that consumers truly value connection. Using the research, my team and I built a campaign centered around connection, music, and hockey with the intention to increase game attendance and drive season ticket sales.

In the creative section of the project, I created/designed/formatted the branding for all slides as well as, Lobster Jams, Foam Puck Wall, Fifth Line Club, Fan Submission Design, Lobster Crawl, Tailgate Space, and Paid Advertisement executions.

After presenting this project to the CMO of the Athens Rock Lobsters, my team and I saw our work come to life in their next season's marketing campaign.