Tampa Bay Buccaneers - NFL

The Problem: Fan interest was fading in a market known for supporting visiting teams, creating a unique challenge. The brand also appeared outdated.

The Solve: In one year our team helped orchestrate the transformation of the Buccaneers brand from one of the weakest teams in the NFL to a top 10 franchise in several key digital, print, social and game day categories.

I led creative across ad campaigns, content, design, and digital marketing for the creative department of the Buccaneers. For each of the three NFL seasons during my tenure we refreshed the brand’s voice and design to keep content engaging and ensure our audience stayed connected.

Our ‘It’s a Bucs Life’ campaign earned the PromaxBDA Sports Media Marketing Award for Best Integrated Team Marketing and Branding Campaign in the NFL.

30 second video commercial created to promote the home opener with the New Orleans Saints.

We designed a completely new digital experience. Setting up a new website with better user experience that drove more traffic to Buccaneers.com.

We gave fans a platform to share and care about the Bucs:
We set up a secondary website using aggregator technology to carry this experience into the stadium on gameday. This allowed the fans to involve themselves in the team and with each other on mobile devices in real time. Much of that content was broadcast to the jumbotrons and monitors throughout the stadium during game day.

With all this new content we drove the game day experience from bottom two in the NFL to top 10 in fan engagement.

Planned and coordinated with photographers and video directors to set up photoshoots and videos for each season. This provided the Buccaneers with an entire library of assets to be used on all creative collateral and advertising.

Oversaw a complete brand transformation in my second season, going beyond routine seasonal brand updates to introduce a slightly modernized the flag logo, typography system, color palette, uniforms, and helmets interacting closely with ownership, NFL headquarters and Nike.

We introduced the Bucs first mobile app in conjunction with a third party vendor.