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Role: Creative Director
Team: Stephanie Yun-Ju Mitchell & Kevin Fitz From the insight that there is no one size fits all when it comes to disability — that everyone has their own needs and own way of doing things, we landed on “Play Your Way.”
No matter the disability or level of skill, adaptive athletes and the Facebook Groups that support them are finding innovative ways to enjoy the sports they love. We dug into their stories. Into their passion. Targeting a YA audience, we took a more socially native approach — with a campaign that felt unpolished and raw.
Role: Creative Director
Team: Stephanie Yun-Ju Mitchell & Kevin Fitz From the insight that there is no one size fits all when it comes to disability — that everyone has their own needs and own way of doing things, we landed on “Play Your Way.”
No matter the disability or level of skill, adaptive athletes and the Facebook Groups that support them are finding innovative ways to enjoy the sports they love. We dug into their stories. Into their passion. Targeting a YA audience, we took a more socially native approach — with a campaign that felt unpolished and raw.
Role: Creative Director
Team: Stephanie Yun-Ju Mitchell & Kevin Fitz From the insight that there is no one size fits all when it comes to disability — that everyone has their own needs and own way of doing things, we landed on “Play Your Way.”
No matter the disability or level of skill, adaptive athletes and the Facebook Groups that support them are finding innovative ways to enjoy the sports they love. We dug into their stories. Into their passion. Targeting a YA audience, we took a more socially native approach — with a campaign that felt unpolished and raw.
It's always been a dream of mine to make a Super Bowl campaign, and working with a rockstar star made it even dreamier.
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We created a social campaign called "The Countdown To Rock"
featuring rock legend "Dee Snider." He'd been on a crusade to get more rock in the Super Bowl, and after seeing his social posts we thought we'd help him do just that.
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With his help we filled the Facebook app page with more and more rock themed Facebook Group content each day until the big game.
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A series of Dee Snider social content films where he rocked out with "rock" themed Facebook Groups
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A "Thank You" song, where Dee serenaded all the Facebook Groups who had featured throughout the campaign​
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Daily rock posts, where we "rocked out" our Facebook app page more and more
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Live rapid response posts, where we commented on moments in the game​.
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