The Fans Were Pissed.
In the rapidly-changing landscape of sports broadcasting, Fox Sports Detroit was acquired by Sinclair Broadcasting right after I was hired. The newly-branded Bally Sports Detroit disoriented the Detroit fan base. To say the new network was getting massively hated on social by the Detroit fans was an understatement. In short, the fans were pissed. Seeing an opportunity to create a campaign that said, “… we see you, Detroit”, I pitched and created the Detroit’s In Us campaign and brand style guide. The integrated campaign featured 30+ broadcast spots, plus social, outdoor and a few activations. It went on to help win back the fans, and it won some awards in the process. (Writer / Art Director / Director)