Role: Creative Director & Campaign Manager
Campaign Partners: Eyeroc, Wild Eagle Saloon, Wags 4 Kids
Budget: $1,000
Market: Cleveland, Ohio
Campaign Type: Live event, sports culture, apparel, social media, nonprofit partnership, local brand activation
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Designer
Creative Director & Campaign Director
Team Campaign
The City Team Campaign was built around Cleveland’s playoff energy during the Cavaliers’ Finals run against the Golden State Warriors. Although the team would not go on to win the championship, the city was still emotionally invested, unified, and ready to gather around the team. The campaign used that moment to create a fan-driven bar crawl and city celebration under the familiar rallying phrase “Defend the Land.”
Defend The Land
City Wide Marketing
The campaign also expanded into the physical city environment through marketing on the large LED screen on the side of the 9 Hotel building, The Cleveland Scene Magazine and Fox News. This gave the campaign visible downtown presence and reinforced the feeling that this was not just an online event, but a real city-wide moment.
To increase social engagement, we added Snapchat geolocation filters for attendees. The filter gave people in the area a reason to share that they were present, supporting the city, and participating in the campaign. This helped turn attendees into active promoters and gave the event a stronger sense of digital participation.
The campaign also included a nonprofit partnership with Wags 4 Kids, adding a community-driven layer beyond sports and nightlife. This helped position the event as a Cleveland-centered activation with local partnership, social reach, and public goodwill.
Strategy
Creative Strategy — Turned a fan slogan into a full campaign platform.
Concept Development – Built around Cleveland pride, team loyalty, and Finals energy.
Audience Understanding – Recognized a pre-built fan base and gave them a timely way to participate.
Brand / Client
Eyeroc Media
Wild Eagle Saloon
Execution
Brand Alignment — Cavaliers wine and gold, Ohio shape language, local fan messaging.
Campaign Execution – Apparel, live event, social promotion, LED, Snapchat filters, nonprofit partnership.
Quality Control – Kept the campaign visually and emotionally consistent across every public asset.
Role
Creative Director
Campaign Strategist
Leadership
Team Leadership — Directed design approval, apparel concepting, communication, partner coordination.
Cross-Functional – Worked across Eyeroc, Wild Eagle Saloon, Wags 4 Kids, venues, and promotional channels.
Budget Management – Delivered the full campaign on a lean $1,000 budget.
Crew
5 Crew Members
