I helped establish the creative foundation for Amazon’s growing sports portfolio, beginning with Thursday Night Football and extending the system across WNBA, NASCAR and the New York Yankees.

We partnered with the Los Angeles Lakers to build excitement around LeBron James’ arrival with the “Don’t Blink” campaign, contrasting offseason media chatter with the energy of Lakers fans. Roster-focused social content extended the campaign and amplified hype heading into the season.

Towards the All-Stars game, we continued to push social content to get the fans excited about voting for their players.