SPOTLIGHT
A curated selection of work that blends strategy, storytelling, and culture - projects chosen for their impact and significance.
United We Dream
A cross-team collab built for the city.
March 2026We brought together the Atlanta Dream and Atlanta United for their first-ever retail collaboration, a culture-first moment rooted in community, energy, and what it means to show up in Atlanta right now.
This wasn’t just about two teams, it was about tapping into the overlap of sport, style, and city. The goal was to create something that felt authentic to both brands while pushing the Dream further into the broader Atlanta sports and culture conversation.
Built with a social-first mindset, everything was designed to feel native, fast, and engaging across platforms, while still landing as one cohesive moment.
Bringing It to Life
As Director of Content Strategy and Production for the Atlanta Dream, I led the full campaign rollout from strategy through execution.
We launched with a teaser to build anticipation ahead of the drop, then went live across all platforms with content tailored to each channel. To extend the moment beyond social, we partnered with Atlanta United to have Te-Hina Paopao kick off their match with the “Golden Spike” (a ATL UTD tradition). We captured and shared live reintroducing that moment back into our ecosystem to keep momentum going.
The result: Near sell-out in 24 hours. Record media coverage for a retail collaboration. A culturally relevant moment during Women’s History Month.
2026 Schedule Release For 2026, we rooted the schedule release in something instantly recognizable and universally understood in Atlanta: MARTA.
Schedule release has become a real moment across the WNBA—something fans actually look forward to, not just a date drop. After leaning into “The Cookout” in 2025, we wanted to push the concept further this year and ground it even deeper in the city.
Built around a narrative-driven concept, the video follows a hero journey through the city, featuring our highly accomplished owner Renee Montgomery and bringing together basketball, culture, and everyday Atlanta in a way that felt authentic to who we are.
As Director of Content Strategy & Production, I led the schedule release from concept through production and how it showed up across social.
With no player talent involved, we built the story around the city - leaning into setting, personality, and culture to create something that could stand on its own.
We also tapped into a viral moment around our owner, Renee Montgomery, and her son—creating additional social content that extended the campaign beyond the hero piece. That content ultimately outperformed the hero piece.
Atlanta Dream 2025 Playoff Anthem Video
An anthem spot created to mark the Atlanta Dream’s return to the playoffs, capturing the momentum of a team on the rise.
Coming off a 30-win season and the franchise’s 11th playoff appearance, the moment reflected more than just a clinch. It marked a new era, building from a 2022 reset to hosting a playoff game at Gateway Center for the first time since 2018.
Barista For The Day
Atlanta Dream x Starbucks
A social-first moment built around Te-Hina Paopao, leaning into her personality and cultural relevance to drive engagement.
In partnership with Starbucks, we aligned the content launch with the annual return of the Pumpkin Spice Latte and Starbucks’ Entitlement Night, launching across both social and in-arena to meet fans in real time.
Pao collaborated with us on social, bringing an added level of authenticity to the moment and helping it resonate beyond a typical brand activation.
Atlanta Dream 2025 Brand Campaign
The Atlanta Dream’s first-ever brand campaign.
One of my first projects with the team, helping define the voice, identity, and foundation for how the brand shows up today.
Selected Production Work
Some of the campaigns that shaped me, the teams I’ve been lucky to work alongside, and the stories I’ve helped bring to life along the way.