MICHEAL LOVETT

art director

In collaboration with the University of Oregon Women's Basketball team

Ask

Create a campaing that connects the Oregon fans with the team in the COVID age.

Strategy

The Playmakers campaign focuses on the players on an off the court. We aimed to replicate the sounds, sights and feel of the Matt Knight arena in order to bring the team to the fans and showcase who these women and who this team really is.

Approach

This season is different, the things we make should be too. We creates deliverables that allow the fans to interact with the team like they hadn't before.

Ask

Strategy

Approach

Create a campaing that connects the Oregon fans with the team in the COVID age.

The Playmakers campaign focuses on the players on an off the court. We aimed to replicate the sounds, sights and feel of the Matt Knight arena in order to bring the team to the fans and showcase who these women and who this team really is.

This season is different, the things we make should be too. We creates deliverables that allow the fans to interact with the team like they hadn't before.

Our building blocks

With the only known connection to the team being through the TV. It was our goal to get the team in the audience's hands another way.


Enter Trading cards.

Basketball Trading Cards
Oregon Duck Trading card

Mural

This mural design came about in the flurry os a rushed deadline and everything kicked into 6th gear. We knew if we aren't able to nail the design this time around it wasn't going to happen. My ADs and I weren't going to let that happen. This design focuses on the story of who the playmakers are.

Playmakers Website

More than ever, in our siloed digital world, getting your products to you customers is a challenge. We saw this as an opportunity to create a micro site to introduce the campaign and our project to the public while also allowing the audience to sign up to receive a pack of trading cards.

Court

As with many campaigns through our process we hit some roadblocks. One of those roadblocks was the basketball court redesign. We wanted to renovate one of the basketball courts near campus to bring the team into the surrounding community. The process proceeded and we found we unable to go thorugh with the project. If we had been able to, this is what I would have proposed.

Creative Direction

Team:

Director: Lily Teague
Project Manager: Eliza Green
Account Managers: Emma Moyers, Callie Davidson
Strategists: Kate Thomson, Kate Bossi
Art Directors: Georgia Weeks, Patty Karafotias 
Designers: Me, Finn Peterson
Media Planners: Mack Niedermeyer, Jenna Leahy
Copy Writer: Maddie Horn