SHIFT & UPLIFT
A 360-degree marketing campaign focused on celebrating and highlighting how Fanatics, Hennessy, and the Wizards champion diversity and inclusion efforts including their partnerships with the Marcus Graham Project.
PROJECT BRIEF
I was selected to be a part of the Marcus Graham Project, a program designed to provide diverse aspirants in the field of marketing and media, including advertising, PR & social media with the exposure and experience necessary to solidify careers within the industry. This sports marketing workshop was sponsored by Fanatics, Hennessy, and Monumental Sports Group. My team’s main objective was to create a campaign highlighting how these partners champion local minority owned business throughout the city of D.C. This campaign aims to honor and spotlight the vibrant diversity of the District of Columbia, stimulate economic growth, and remind business owners that they are the heart of what makes the city so special!
MY APPROACH
As lead art director and communications manager for this project, it was important for me to tell the story of these organizations through compelling visuals. In executing this campaign, I focused on creating a narrative that not only showcased the cultural richness of D.C. but also connected with the community on a deeper level. We leveraged storytelling, strategic partnerships, and engaging content to ensure the message resonated widely and effectively. This experience reinforced my belief in the power of collaborative and purpose-driven marketing to create meaningful impact.
We then crafted a compelling story that wove together these diverse voices, highlighting their contributions to the city's vibrancy and economic vitality. To bring this narrative to life, we focused on drivers that help us navigate this project. Some of those drivers included:
KEY DRIVERS
Storytelling
We wanted to develop a narrative that educates the communities of D.C. featuring local business owners, showcasing their journeys, challenges, and successes. These stories were designed to evoke empathy and pride, fostering a sense of connection between the audience and the businesses being highlighted.
Strategic Partnerships
How can we make sure that every brand's voice is heard? A crucial element of our approach was forging strategic partnerships that amplified the campaign's impact. Collaborating with with these brands allowed us to leverage their unique strengths and resources, ensuring that each brand's voice was distinct yet harmonized with the overarching message.
Community
Organizing events for opportunities to take it beyond the arena like, business scavenger hunts, sports business panels, and a yearly basketball event partnered with the Goodman League to shine a light on these communities. These events also served as networking opportunities, helping to build stronger ties between business owners and their neighborhoods.
FANATICS CAPSULE COLLECTION
As the creative director, I spearheaded the development of a capsule collection in collaboration with the Washington Wizards, renowned artist Chris Pyrate, and Fanatics. Our goal was not only to create a diverse product offering, but also create product that resonated deeply with the community. We aimed to drive the execution of the capsule collection, emphasizing the core values of "Shift & Uplift." This theme was central to our mission of celebrating and showcasing the vibrant communities that make Washington, D.C. a true melting pot of cultures.
We approached this project with a clear vision to merge sports, art, and fashion, creating pieces that tell a story. Chris Pyrate's unique artistic style brought a fresh, dynamic element to the collection, reflecting the city's rich cultural influence. Each item was meticulously designed to embody the spirit of D.C.'s diverse neighborhoods and the people who contribute to its unique identity through the lens of Chris Pyrate.
This collaboration with Fanatics enabled us to not only leverage their extensive network and expertise in sports merchandise, ensuring high-quality production and broad distribution, but also focus on the philanthropic opportunities with this campaign. Fanatics is a company that is rooted fostering lasting positive change within the communities their employees and fans live, work, and play. So, we thought it would be a great chance for Fanatics to show their commitment to these D.C. businesses by donating a portion of the proceeds to local foundations that focus on driving opportunities for these communities.
MY TAKEAWAYS
Throughout this opportunity I tried to be a sponge and take in all of knowledge, conversations, and opportunities with everyone I encountered. I was nominated as a finalist for MVP, and was thankful to receive so much praise for my efforts throughout the program. When this amazing experience came to a close, I was hit with a wall of emotions. I was proud that my team and I succeeded in putting together such a strong body of work in only a couple of days. It taught me the power of collaboration, and the importance of leveraging different strengths and perspectives.
On a personal level, this workshop was an opportunity for significant growth. It pushed me to expand my creative boundaries, enhance my leadership skills, and deepen my understanding of how to create impactful, community-driven work.
If you would like to see our full campaign presentation deck, you can access it through the link below.
