The biggest challenge in producing and art directing promotional commercials or being a part of the team that was tackling these projects was finding ways to creatively represent various aspects of Bleacher Report's brand in an efficient yet memorable way. Representing the different sides of what the company is capable of and how the brand messaging has evolved over time in an authentic way through different mediums is a sizable lift. Whether it is promoting new shows that we are creating, or developing the art direction around campaigns to promote our social presence, or even finding ways to launch a new brand refresh, these exercises and pieces of content required working in a confined time limit while still being eye-catching enough to make an impact on watchers. I was given a chance to play the role of art director, producer, and creative consultant on a number of these commercial projects and it brought with it an opportunity to shape the perception of B/R as a brand voice and make it the authoritative intersection of sports and culture where fandom is brought to the forefront through creativity and authentic storytelling.
Over my time at Bleacher Report I had a number of opportunities to work on content that was shared on linear broadcast as promotional commercial content for Bleacher Report both from a brand awareness perspective but also for shows that we were producing or even around social content that we were promoting around key tentpole moments on our sports calendar such as the Start of NBA season or the stretch playoff run. These types of commercials allowed me to take different roles, everything from building the content from the ground up on a motion graphics and design and conceptualization standpoint, to art direction, creative consulting, building a campaign around them in partnership with our marketing team, and developing repeatable vehicles that would use these linear broadcasts as a funnel to promote internal content.