Conceptual campaign excercise
SB2K25: a creative concept to raise awareness around Men's Mental Health Awareness Month
The Spark:
What happens when a viral sports moment becomes a platform for something deeper?
SB2K25 is a hypothetical campaign I developed as a creative exercise - and a fun challenge for myself. I wanted to explore how brands can connect with audiences through cultural moments, human insight, and with a little bit of authentic personality and fun.
Inspired by a real viral golf moment and the rise of influence culture, I imagined what is might look like if a brand leaned into that moment - not to sell a product or service, but to spark meangingful conversation around men's mental health.
The Brand: AT&T
I've long admired their brand work, marketing efforts, and strategic sports sponsorships. They are everywhere. They have significant investments in sports leagues, in ballparks & arenas, and with individual athletes. Their tone is authentic, consistent and smart. In my opinion, they do a great job of connecting their sponsorships logically back to their products or initiatives.
My Approach:
- Cultural listening: Golf has historically been seen as stuffy, exclusive or boring. Fans of golf are unique. They're die-hard, not just for the Majors or the Ryder Cup - they follow their favorite golfers like characters in a show. (speaking of shows: if you haven't watched Full Swing on Netflix, it's a lot of fun!) When a group of pros posted a video goofing off on a spring break trip, it exploded. Why? Because it was real. It reminded people of their own best-friend vacations or epic golf trips. It was refreshing - and it humanized the athletes.
- Human Insight: Men often struggle to talk about mental health. For many it's an uncomfortable conversation - even with the people they love. Depression and suicide rates among men have risen dramatically over the past few years. So I asked: Can a campaign meet that moment with authenticity? Can it raise awareness, offer support, and do it in a way that feels fun and relatable - not heavy, clinical or cliché?
- Cause-Driven Strategy: The best work or campaign doesn't just chase clicks - it creates connection. This campaign concept aimed to balance entertainment and empathy. A space where golf meets humor, vulnerability, and brand purpose.
Creative Brief:
I believe a strong campaign begins and ends with a strong brief. It's the beacon that guides every decision. It is the single source of truth for both brand and agency partners. A well-crafted brief acts as a gut check at every stage: brainstorming, planning, and creative execution. I've included a simple, hypothetical version of the brief for this project as an example.
Why I Made It:
This concept wasn't for a client; it was something I created on my own as a creative exercise. I wanted to imagine how a brand can show up with purpose and personality. Reach out if you'd like to talk more.
What happens when a viral sports moment becomes a platform for something deeper?
SB2K25 is a hypothetical campaign I developed as a creative exercise - and a fun challenge for myself. I wanted to explore how brands can connect with audiences through cultural moments, human insight, and with a little bit of authentic personality and fun.
Inspired by a real viral golf moment and the rise of influence culture, I imagined what is might look like if a brand leaned into that moment - not to sell a product or service, but to spark meangingful conversation around men's mental health.
The Brand: AT&T
I've long admired their brand work, marketing efforts, and strategic sports sponsorships. They are everywhere. They have significant investments in sports leagues, in ballparks & arenas, and with individual athletes. Their tone is authentic, consistent and smart. In my opinion, they do a great job of connecting their sponsorships logically back to their products or initiatives.
My Approach:
- Cultural listening: Golf has historically been seen as stuffy, exclusive or boring. Fans of golf are unique. They're die-hard, not just for the Majors or the Ryder Cup - they follow their favorite golfers like characters in a show. (speaking of shows: if you haven't watched Full Swing on Netflix, it's a lot of fun!) When a group of pros posted a video goofing off on a spring break trip, it exploded. Why? Because it was real. It reminded people of their own best-friend vacations or epic golf trips. It was refreshing - and it humanized the athletes.
- Human Insight: Men often struggle to talk about mental health. For many it's an uncomfortable conversation - even with the people they love. Depression and suicide rates among men have risen dramatically over the past few years. So I asked: Can a campaign meet that moment with authenticity? Can it raise awareness, offer support, and do it in a way that feels fun and relatable - not heavy, clinical or cliché?
- Cause-Driven Strategy: The best work or campaign doesn't just chase clicks - it creates connection. This campaign concept aimed to balance entertainment and empathy. A space where golf meets humor, vulnerability, and brand purpose.
Creative Brief:
I believe a strong campaign begins and ends with a strong brief. It's the beacon that guides every decision. It is the single source of truth for both brand and agency partners. A well-crafted brief acts as a gut check at every stage: brainstorming, planning, and creative execution. I've included a simple, hypothetical version of the brief for this project as an example.
Why I Made It:
This concept wasn't for a client; it was something I created on my own as a creative exercise. I wanted to imagine how a brand can show up with purpose and personality. Reach out if you'd like to talk more.