New York Ain't For Everybody

"New York Ain't For Everybody" was the integrated playoff campaign for the New York Liberty's 2024 postseason, culminating in the franchise's first WNBA championship and the end of New York professional basketball's 51-year title drought. The campaign was built to galvanize the city, reflect the pressure of playing in New York, and unify every touchpoint - from video and social to the in-arena experience - around a single, uncompromising point of view.

It launched with a cinematic hero film narrated by Alicia Keys that celebrated New York, its boroughs, and the people who define them, pairing Liberty players with real New Yorkers to set the tone for the entire playoff run.

The campaign won the 2025 New York Sports Emmy for Promotion – Sports (Single or Campaign).

What I led

  • Production lead for the full playoff campaign

  • Defined the campaign idea, tone, and execution

  • Led internal teams including content & marketing

  • Directed editorial approach across all video

  • Managed external partners and production support

  • Owned final creative approvals across platforms

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