Process & Approach

I approached the campaign through a UX and storytelling lens, mapping how fans would encounter the brand from digital placements to stadium experiences. I developed and designed creative assets that delivered contextually relevant messaging, including a dynamic countdown clock that built anticipation in real time. Collaborating with creative directors, media partners, and production vendors, I ensured all assets were visually cohesive, accessible, and optimized for engagement across digital boards, transit ads, and large-scale installations.

Outcome & Impact

The campaign generated over 33.4 million impressions through 550+ placements across Chicago. The interactive experience and citywide rollout increased engagement ahead of the game. By viewing the campaign as an end-to-end experience rather than a collection of ads, the work elevated Discover’s brand visibility, strengthened its emotional connection with fans, and contributed to award-winning recognition for the creative team.