Reese’s x March Madness

To capitalize on the excitement of NCAA March Madness, I helped bring Reese’s University to life at Final Four Friday with a fully immersive brand experience rooted in the brand’s signature playfulness. As the presenting sponsor, Reese’s delivered a spirited day of interactive moments, fan engagement, and peanut butter-fueled fun—leaving a memorable mark on one of the biggest weekends in college sports.

  • Reese’s aimed to create an ownable, memorable brand moment during the NCAA Men’s Final Four weekend—one that not only celebrated school pride and fandom, but also strengthened Reese’s association with fun, tradition, and college basketball culture. The activation was designed to leave a lasting impression on fans and reinforce Reese’s position as the go-to treat for sports celebrations.

  • College basketball fans attending the Men’s Final Four in person—ranging from students and alumni to families and sports enthusiasts. The experience also targeted social media-savvy fans looking to share their tournament weekend highlights.

  • I served as both Art Director and Creative Director, leading visual concepting and design execution for the Final Four Friday experience. This included developing brand creative for on-site signage, photo ops, custom uniforms, and environmental elements that brought Reese’s University to life in an engaging and cohesive way.

  • As both Art Director and Creative Director, I led a small cross-functional team in bringing the Reese’s University experience to life. I directed a senior graphic designer on layout execution and production-ready assets, guided a motion designer in developing dynamic content for screens and social extensions, and partnered with a project manager to keep timelines and deliverables on track. I also worked closely with the client services team to ensure seamless communication and alignment with the Reese’s brand team. Together, we transformed a playful concept into a cohesive, high-energy fan experience that made Reese’s a standout presence at Final Four Friday

Last weekend, we hit the Alamodome court in San Antonio with #GMRClient Reese’s for Final Four Friday. From a roaming street team to in-stand and on-court promotions to a full takeover of the NABC All-Star Game (think players, band, and c.jpg
It was another fantastic Final Four Friday with #GMRClient The Hershey Company, as Cuppy and Reese’s University took over State Farm Stadium in Phoenix to host the four Men’s Final Four teams for their official practices, followed b (2).jpg
It was another fantastic Final Four Friday with #GMRClient The Hershey Company, as Cuppy and Reese’s University took over State Farm Stadium in Phoenix to host the four Men’s Final Four teams for their official practices, followed b (1).jpg
It was another fantastic Final Four Friday with #GMRClient The Hershey Company, as Cuppy and Reese’s University took over State Farm Stadium in Phoenix to host the four Men’s Final Four teams for their official practices, followed by th.jpg
School pride hits new heights around NCAA March Madness each year. But there was no animosity amongst fans at Final Four Friday, because everyone roots for Reese’s University. We teamed up with @reeses to help them create an ownable momen.jpg
Last weekend, we hit the Alamodome court in San Antonio with #GMRClient Reese’s for Final Four Friday. From a roaming street team to in-stand and on-court promotions to a full takeover of the NABC All-Star Game (think players, band, a (2).jpg
School pride hits new heights around NCAA March Madness each year. But there was no animosity amongst fans at Final Four Friday, because everyone roots for Reese’s University. We teamed up with @reeses to help them create an ownable m (3).jpg
Last weekend, we hit the Alamodome court in San Antonio with #GMRClient Reese’s for Final Four Friday. From a roaming street team to in-stand and on-court promotions to a full takeover of the NABC All-Star Game (think players, band, a (3).jpg
Last weekend, we hit the Alamodome court in San Antonio with #GMRClient Reese’s for Final Four Friday. From a roaming street team to in-stand and on-court promotions to a full takeover of the NABC All-Star Game (think players, band, a (4).jpg
School pride hits new heights around NCAA March Madness each year. But there was no animosity amongst fans at Final Four Friday, because everyone roots for Reese’s University. We teamed up with @reeses to help them create an ownable m (2).jpg
Last weekend, we hit the Alamodome court in San Antonio with #GMRClient Reese’s for Final Four Friday. From a roaming street team to in-stand and on-court promotions to a full takeover of the NABC All-Star Game (think players, band, a (1).jpg
School pride hits new heights around NCAA March Madness each year. But there was no animosity amongst fans at Final Four Friday, because everyone roots for Reese’s University. We teamed up with @reeses to help them create an ownable m (1).jpg

Reese’s x Olympics

To support the launch of Reese’s Medals—a new peanut butter-chocolate candy shaped like Olympic medals—our team was tasked with creating a set of collectible enamel pins inspired by the campaign’s key art and the design of the new medal shape for the 2024 Paris Olympics. Tied to the “Legend vs. Newcomer” campaign, the pins were designed to represent both sides of the narrative: one honoring legendary athletes, and one celebrating rising newcomers. These limited-edition pins were created as tradable Olympic keepsakes, aligning with the brand’s goal of driving excitement and fan engagement leading up to the Games.

Previous

Xfinity Wicked
Next

FIFA Trophy Tour