When Cleveland was deep in its championship drought, Nike tapped into the city’s emotional tension with a simple phrase: I Believe in 2016.
Underdogs helped bring that message into the real world.
The Work
Produced and documented large-scale mural installation across downtown in front of Rocket Arena
Managed creative execution of environmental placements
Supported pop-up retail activation content
Captured campaign photography and video
Delivered rapid-turn social assets during playoff momentum
Helped amplify the message across digital channels
Converted the same mural design into a collectible free t-shirt
The goal wasn’t just visibility. It was presence.
