Led brand creative for Wilson at Final Four 2022
Challenge
Bring Wilson to Final Four 2022 with a small budget by repurposing the All-Star Weekend activation. The task was to make it feel fresh while maintaining continuity in brand storytelling.
Approach
Maintained the structure and format from All-Star but refreshed all visuals to reflect the new environment. Reskinned graphics and adapted the “Family Reunion” concept for New Orleans — keeping the storytelling core intact while localizing the experience.
Execution
Executed an activation that brought intimate basketball conversations to life through a podcast-style format called Family Reunion. Partnered with local vendors for staging, furniture, and memorabilia to create a warm, lived-in feel. Hosted over 50 guests throughout the weekend, creating moments of connection, culture, and conversation around the game.
