DETROIT PISTONS

Led a team of designers, videographers, and social strategists to develop the Detroit Pistons’ visual campaign. We built 30+ graphic templates for social media along with custom photo + video presets/luts tailor-made to each of the team’s 4 unique jerseys.

The Pistons were the worst team in the NBA for a third consecutive year. Our fanbase was struggling to find a reason to buy-in to yet another young “rebuilding” team that wasn’t showing immediately on-the-court success. We flipped this on its head by introducing a new approach to how we told the story of the team: we connected our roster to our city. We focused on creating intimate, emotion rich content that showcased the humanity of the athletes instead of their on-court performance. We told the story of the relentless work that it takes for a team of rookie and sophomore players to become one, and celebrated the wins louder than anyone else in the league. Outside of our updated creative approach, we introduced two content series’ that furthered this message and gave fans a new avenue celebrate the team they love: Detroit Basketball + Detroit Wins. Simple in nature, I know, and this is exactly why it succeeded. Fans had a bad taste in their mouth about the ever disappointing “Pistons,” whereas they had endless pride and optimism in and for the city of Detroit. By claiming + connecting ourselves to the pulse + pride of the city, we cemented ourselves as a team pulling things up by the bootstraps and figuring things out along the way.

I captured all 82 games of the Pistons’ season, turning approx. 120 images live per game across every NBA arena in the United States.