OVERVIEW

In 2016, Coors Light sought to redefine brand impact—not just through advertising but through cultural influence and social legacy. The Full Court Refresh initiative was designed to revitalize outdoor basketball courts in urban communities, seamlessly blending corporate responsibility with authentic community engagement.

As a strategic brand architect, creative director, and experiential storyteller, I played a pivotal role in curating the campaign’s creative direction, influencer partnerships, and high-impact digital storytelling. The result? A seamless fusion of brand prestige, philanthropy, and entertainment—one that positioned Coors Light not just as a sponsor, but as a catalyst for change.

STRATEGIC APPROACH

The vision extended beyond simply refurbishing courts. The goal was to immerse audiences in a movement—a branded experience where basketball became a metaphor for opportunity, resilience, and community pride.

To achieve this, I helped craft a multi-dimensional brand activation that combined:

• Celebrity-led storytelling featuring NBA legend Kenny “The Jet” Smith, an icon who bridged the gap between sports culture and brand trust.

• Music and lifestyle integration through Grammy-winning hip-hop artist 2Chainz, whose deep connection to both basketball and community uplift amplified cultural credibility.

• Immersive event production, culminating in "Four Corners", an interactive panel experience where athletes, musicians, and cultural influencers shared their stories on how revitalized spaces drive youth empowerment and neighborhood transformation.

This wasn't just a campaign—it was a carefully orchestrated brand narrative that inspired, engaged, and drove action.