Recent Work
Campaigns that tested well, won awards, and actually moved product
Caitlin Clark × Gatorade
When we dug into the research, we found Clark's fans don't connect with highlight reels. They connect with how she plays, her confidence, and the way she carries herself. So that's what we built the creative around.
The insight drove everything: we stripped back the typical athlete sizzle reel and let her personality be the campaign (calm and confident). We argued about which three-pointer to feature, and on set the call was to let her confidence breathe on camera rather than over-directing every moment.
The spot dropped during her NCAA tournament run. It tested at a 96 CBI and 81% brand recall, which is way above norm, and it also won a Silver Clio.
Caitlin Clark × Gatorade — NCAA Tournament campaign spot.
Allen × Gatorade — "Hello Coach"
Josh Allen sent over a thousand emails to college coaches - nobody cared. That rejection is the whole campaign.
I supervised creative development around a straightforward 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. We 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.
The spot became Gatorade's most shared social post across 2023-2024. It earned a Bronze at Clio Sports 2025. And we anchored the campaign beyond digital with a 120' x 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. Which, by the way, I'll never forget: seeing a Buffalo Bills fan on social media dress as the OOH billboard for Halloween!
It Refuses to Be Ignored. — Gatorade × Josh Allen
Out of Home — Statler Hotel, Buffalo NY
The Statler Hotel lit up downtown Buffalo for 30 days — including aerial shots during live Bills broadcasts.
Additional Coverage
▶ Behind the OOH — Buffalo Billboard Activation"Is It In You?" Revival
This one had real risk to it. "Is It In You?" is the most recognizable line Gatorade has ever had, so we had to do it right.
The first rough cut scored a 54 CSI, below the threshold to air. The data told us two things: 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. That feedback changed the brief. We added the bolt logo in the opening frame and built the colored sweat visual throughout the spot. CSI went from 54 to 87. Brand recall hit 81% on the 60-second against a 67% norm. Emotional intensity scored 18.3 against a 15.3 norm.
Fans called it a "goosebumps" campaign, which is about the best feedback you can get.
Everything about the game has changed, except for the most important thing: what you have inside.
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 one was Dame's AMA in the NBA sub, 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 us 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.