Announcing the Liberty’s Next Chapter
This project marked the announcement of the New York Liberty’s new training facility in Greenpoint, Brooklyn. The moment needed to function as a major PR milestone while also reinforcing the organization’s long-term investment in players, performance, and community.
The challenge was to balance scale and clarity—delivering something cinematic enough to signal significance, while providing real substance around why the facility exists and what it represents.
What I led
Lead producer and creative for the announcement
Defined the overall content strategy and rollout approach
Oversaw concept development, scripting, and execution
Led internal production through filming, editing, and post
Coordinated external partners across architecture, rendering, and motion
Owned final creative approvals across all announcement assets
Creative approach
The announcement was structured around two hero videos, each serving a distinct role while sharing a unified visual language.
The work was designed to:
Anchor the PR moment with scale and emotion
Clearly explain the vision and impact of the facility
Create flexibility across media, social, and long-term storytelling
Aerial Reveal
A cinematic flythrough from the Statue of Liberty to Greenpoint, layering championship audio and ownership voiceover to frame the facility as a result of investment and belief.
NYC landmarks used to ground the story in place
First exterior and interior reveals of the facility
Designed to function as the emotional entry point
Story Behind the Training Center
An informative piece built around key stakeholders, including ownership, basketball leadership, and architects.
Explained why the facility was built, why Greenpoint, and what sets it apart
Combined interviews with architectural renders and archival Liberty footage
Positioned the facility as both a performance space and community asset
