I make sports campaigns people can relate to and actually talk about.

Caitlin Clark × Gatorade — NCAA Tournament campaign spot.

Case 01 · 2024 Silver Clio

Caitlin Clark × Gatorade

Insight

Clark's fans don't connect with highlight reels. They connect with how she plays, her confidence, and the way she carries herself.

Approach

Stripped back the typical athlete sizzle reel and let her personality carry the campaign. On set, the call was to let her confidence breathe on camera rather than over-directing every moment.

Result

Dropped during her NCAA tournament run. Tested at a 96 CBI and 81% brand recall — well above norm — and won a Silver Clio.

"It Refuses to Be Ignored." — Gatorade × Josh Allen

Case 02 · Bronze, Clio Sports 2025

Josh Allen — "Hello Coach"

Problem

Josh Allen sent over a thousand emails to college coaches. Nobody cared. That rejection is the whole campaign.

Insight

The most interesting thing about Allen isn't the arm strength — it's that every person who was supposed to notice him didn't.

Execution

Built the film around the "Is It In You?" revival, cutting between deleted recruitment emails and the NFL highlights that came after. The tagline — "It Refuses to Be Ignored" — basically wrote the edit for us.

Result

Gatorade's most shared social post across 2023–2024, a Bronze at Clio Sports 2025, and a 120'×118' billboard on the Statler Hotel in downtown Buffalo that generated millions in earned media over its 30-day run — including live aerial shots during Bills game broadcasts.

The Statler Hotel lit up downtown Buffalo for 30 days — including aerial shots during live Bills broadcasts.

Additional coverage

Out of Home — Statler Hotel, Buffalo NY

Anchored the campaign beyond digital with a fan reaction that outran the media plan — including a Buffalo Bills fan who dressed as the billboard for Halloween.

Behind the OOH — Buffalo billboard activation

Everything about the game has changed, except for the most important thing: what you have inside.

Case 03 · 2024

"Is It In You?" Revival

This one had real risk to it — it's the most recognizable line Gatorade has ever had, so we had to do it right.

Problem

The first rough cut scored a 54 CSI — below the threshold to air.

Insight

Brand recall was low because there was no Gatorade branding in the opening frames, and the colored sweat — their most distinctive visual asset — wasn't in the early cut.

Execution

Added the bolt logo to the opening frame and built the colored sweat visual throughout the spot.

Fans called it a "goosebumps" campaign — about the best feedback you can get.

Field note

The Daily Grind

Not everything is a TV spot. A lot of the work I'm proudest of is the day-to-day content that people engage with — my favorite was Dame's AMA in the NBA subreddit, where he went in-depth with detailed answers to fans' questions.

Influencer partnerships & social

I helped select TikTok creators who had actual audiences, not just follower counts, to help deliver the campaign messaging. The approach is simple: give creators a clear brief and then get out of the way. Audiences can tell when something's been over-produced.