Homecoming 2024 Campaign: Welcome to Bold Country
I conceptualized and directed a multimedia marketing campaign to promote the 2024 Men's Hockey Homecoming game. Leading a student team of videographers, photographers, and designers, we created a promotional video and visual assets that drew inspiration from the 2024 Country music trend, with references to cowboy and western film aesthetics. The campaign included social media posts, website banners, print posters, "wanted" posters for the opponent, Brock Badgers, and a trailer-style video. The campaign video reached 70,600+ organic views with significant student engagement, contributing to increased attendance at TMU Bold games.
Campaign Moodboard
Video Moodboard Referencing Key Shots
Video Storyboard
Wanted poster used in video and plastered around the building leading up to the game.
Campaign rave card which was printed and handed out around campus.
Campaign Website Banner
Winter Homecoming 2024 Campaign: The Bold Eras
I also led the creation of a multimedia campaign to promote TMU Bold’s 2024 Winter Homecoming, held on the basketball court for the first time. To address capacity limits and the introduction of wristbands, I drew inspiration from the launch of Taylor Swift’s Eras Tour, using it to create a sense of urgency around our limited-ticket event. The campaign’s theme, centered on Taylor Swift’s Eras Tour, was reflected in posters, social media posts, and videos, along with a concert-style t-shirt giveaway and in-game activations like Taylor Swift trivia. I designed the graphic assets and directed the student videographer to produce the hype video. The result was a sold-out event (1,000-capacity gym) with strong participation from attendees during the event activations.
News articles that inspired the theme.
Campaign Moodboard
Teaser Video
Campaign Launch Video
Homecoming 2023 Campaign: Age of the Bold
The 2023 Homecoming campaign was the first major sporting event since the 2021 renaming of the school to TMU Bold. Targeting the student body, the campaign introduced the team as superheroes, inspired by Marvel films like Spider-Man, Captain Marvel, and Endgame. By blending pop culture and entertainment with sports, the campaign resonated with a broader student audience. The tagline "Age of the Bold" embraced the new identity, and the campaign's success resulted in the first sold-out event (2,600 seat capacity) since the pandemic, with the venue reaching full capacity. I developed and directed the campaign, which was executed by a team of student designers, photographers, and videographers.
New Market Campaign
Faux Toronto-based advertisement campaign for New York clothing company, Krost, created for a senior project. Custom illustrations play on the aesthetic of The New Yorker style cartoons. The campaign concept was to introduce the American brand to the Toronto market and share the brand story through a narrative of different “Krost Friends” as characters who each had their own personalities and styles. This was paired with a social media contest to nominate change-making friends in their community to win exclusive prizes and photo-booth art installations to promote the brand and pop-ups around the city.
