NBA 2K25 Summer League
ID Studio 

At Summer League, developed the strategic brief and partnered with an external agency to bring the activation to life. I managed the agency relationship end‑to‑end, ensuring flawless execution of an experience designed to drive awareness and showcase the benefits of NBA ID. 

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• Strategic Brief: Built the activation concept and detailed execution plan to highlight NBA ID’s value proposition.

• Agency Management: Partnered with and managed the agency throughout the process, aligning creative, production, and delivery with campaign goals.

• Fan Engagement: Enabled fans to take photos with the Rookie of the Year trophy and receive personalized rookie “collectible” fan photos.

• Talent Integration: Coordinated NBA Rookie Jared McCain’s post‑win appearance to interact with fans.

• Creator Partnerships: Brought in Jordan Wallace and Breen Green to experience the space and amplify reach through authentic content.

• Execution: Oversaw the activation from concept through delivery, ensuring seamless fan experiences and strong brand alignment.

• Impact: This activation reinforced NBA ID as a must‑have fan platform, expanded awareness through experiential touchpoints, and deepened connections between fans, players, and creators.