“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
Schedule Release Series
Each year, the goal with our New York Liberty schedule releases was to cut through the noise of league-wide releases by anchoring the schedule to a culturally relevant format that felt native, timely, and specific to the Liberty’s voice.
Across three seasons, our approach evolved in tone and execution while maintaining a consistent creative standard and point of view.
Featured releases
2024 — Hot Ones spoof with Breanna Stewart
2025 — Ellie the Elephant Lie Detector Test
2026 — 30th Anniversary throwback concept
Each concept was designed to stand on its own while reinforcing the Liberty’s personality and connection to fans.
What I led
Creative & Production lead across all schedule release concepts
Defined the annual creative direction and format selection
Led concept development from pitch through execution
Directed editorial tone and pacing
Oversaw production and post across video deliverables
Owned final creative approvals