MARCH MADNESS

Typically creative builds simulatniously as production creates promos for a broadcast. One of my strenghts is cross team communcaition. I pop in on teams from 3D to Marketing, just to see what they’re working on and if i’m able to give some insight or just spectate. 

 

As per usual at a high paced enviorment, storylines were still evolving as we were getting close to the delivery date for MM25 and we weren’t able to nail down any keyart that fit the theme and to please the natoriously strict rules and eyes of the NCAA. 

 

Production had already begun shaping a spot, featuring oversized emoji heads fitted to fans in the stands. They were fun, expressive, and visually unexpected. While reviewing the early footage, I saw an opportunity to carry that playful energy into the broader campaign. 

 

To keep the look consistent across all touchpoints, I  integrated the emoji heads into the visual system.

 

From there, expanding the creative—layering in brackets, confetti, cityscapes, basketball iconography, and 3D elements to round out the contiuation of the storytelling. After just a few rounds of iteration, we locked in a direction that felt fresh, emotionally charged, and visually cohesive.