Brand Strategy: Team USA wanted to drive brand awareness and engagement for the 2024 summer Olympics and beyond. Critically, they needed to a.) increase engagement among millenials and cable-cutters and b.) reach a wider audience and tap into Gen Z and Alpha. To engage these audiences, I focused on making the brand more inclusive and relatable to amateur athletes as well as people who don't play sports.     

Copywriting: The Olympics isn't just a moment—it's a movement. I built upon the brand voice and tone, using bold, short statements to convey the feelings that athletes experience when training and performing, as well as the feeling of being part of a larger team. 

My campaign was called "Show Up," and it played up the duality of the athletes showing up for their country and the love of the game, as well as fans showing up to support their team. The underlying message was that anyone could participate in the brand.

Collaboration: I worked with an art director and digital strategist to develop the pitch materials.