In developing campaign creative for the 2021 Women’s College World Series concept “It’s A Vibe”, leaning into the popular social media trend, I developed a campaign driven by hand-illustrated visual styles to reflect the summation of the emotion, sound, and spirit felt during the Women’s College World Series. I coordinated efforts among my colleagues, directing and further translating the campaign assets for all additional promotional projects to be used in growing awareness and driving tune-in for the broadcast event.

This campaign resulted in an increased audience, boasting a 17-game average of 1,203,000 viewers and propelling the 2021 Women’s College World Series into position as the most-viewed Women’s College World Series broadcast on record.

Due to the overwhelming success of the 2021 WCWS campaign, I was tasked with directing an extension to the storytelling from the previous year for the 2022 and 2023 seasons.