CONTINENTAL TIRE
Continental Tire had a platform that worked everywhere and belonged nowhere in particular. "The Smart Choice in Tires" is a strong national line, but on its own it doesn't speak the language of a college basketball arena or an MLS touchline. Our agency ran Continental's sports marketing, including major sponsorship deals across college basketball and Major League Soccer, and my job was to make the brand belong inside those cultures instead of just buying its way into them.
I translated "Smart Choice in Tires" into Telly award-winning spots built for the specific world of each sport, starring the people those fans actually trust: MLS Champion Sean Johnson, two-time NCAA Champion Grant Hill. Then I built a repeatable online content series around Continental's first NIL deals as a brand, alongside trainer-to-the-stars and hoops influencer Lethal Shooter, so Continental could keep living in those spaces long after the campaign spots aired.
Role: Associate Creative Director
PROJECT
GRANT HILL NCAA BB SPOT
LETAL SHOOTER NCAA BB COLLABORATION
SEAN JOHNSON MLS SPOT