Miami Heat

As a passionate NBA fan, this has been my favorite campaign that I have worked on so far! In my Sports Communication class, we were assigned with creating ideas for the NBA’s Miami Heat that would better connect them with Generation Z and hopefully create a new generation of fans. We were tasked with studying Gen Z, which included some awareness of our own individual habits, and developing ideas that the Miami Heat could then incorporate into various activations. What was most surreal is that we presented to the Miami Heat’s very own Michael McCullough (Executive Vice President & Chief Marketing Officer) and Jennifer Alvarez (Vice President of Digital, Creative, and Content).

After presenting, a few days later, it was super exciting to find out that our team was chosen out of all of the teams as the winning pitch by Michael McCullough. How crazy! As a young NBA fan, I never imagined presenting to a the Executive VP of the Heat, much less being chosen as the winning team!

Like the Olympics Project that is featured on my portfolio, this pitch also includes a 29 page report, which is much more comprehensive than the slide deck and dives deeper into our ideas, concepts, mock-ups, insights, statistics, and more!