ESPN
Anyone Can Bracket
TVC, Social, OOH
Concept, art direction, design, toolkit
It doesn’t matter if you’re a scientist with a big brain or a plastic bird with no brain. Anyone can bracket, and anyone can win.
Anthem :30
Our Cast of Bracketeers
To reach more casual fans and prove that anyone can bracket, we built a cast of unlikely characters to be the faces of our campaign. They weren't just the heroes of the TV spots, they each got their own brackets and went toe-to-toe with ESPN personalities with Stephen A. Smith and Monica McNutt.
Cat Connoisseur :15
Desk Tchotchke :15
Horizontal Teen :15
Mom Hiding in the Bathroom :15
Scientist :15
+9% YoY
8.21M Total Players
Men's Tournament
+16%YoY
20.05M Total Brackets
Men's Tournament
+23% YoY
1.1M Total Players
Women's Tournament
+41% YoY
2M Total Brackets
Women's Tournament
Currently freelancing. Occasionally writing/directing. Always overthinking.