coors light - full court refresh

ROLE: ART DIRECTION & GRAPHIC DESIGN

*winner of 2017 publicity club of chicago's golden trumpet award

overview

In the summer of 2016, Coors Light sought to bring meaningful change to urban communities through their Full Court Refresh initiative—an effort focused on restoring local outdoor basketball courts. I played a key role in shaping the campaign’s creative direction, strategic storytelling, and influencer engagement, resulting in a powerful blend of brand purpose, social responsibility, and entertainment value.

Strategic Approach

Drawing on my experience in brand strategy and event management, I helped develop a multi-layered campaign that merged hands-on community revitalization with high-profile influencer partnerships. A central figure was Kenny “The Jet” Smith—NBA legend and beloved sports analyst—who served as a trusted voice of the program. By positioning Smith as both a cultural connector and brand ambassador, the campaign capitalized on his authenticity, basketball credibility, and social reach.

To expand our narrative, I facilitated the creation of compelling digital content that underscored the courts’ importance. We aligned with Grammy Award-winning hip-hop artist and basketball enthusiast 2Chainz to showcase his personal connection to the game and the communities that benefit from these refurbished spaces. This collaboration culminated in “Four Corners,” a unique activation where Smith, 2Chainz, and other basketball influencers engaged in a dynamic panel conversation about how resources like revitalized courts fuel neighborhood pride, youth development, and unity.

Tactical Execution

• Influencer Integration: Leveraged Kenny “The Jet” Smith’s platform to drive engagement and spread the program’s hashtag, significantly boosting brand visibility and encouraging audience participation.

• High-Impact Content: Produced a series of five custom videos to narrate the Full Court Refresh story. Anchored by authentic testimonials from key figures like 2Chainz, these videos provided a captivating window into the courts’ transformative effect on communities, ultimately strengthening emotional resonance and shareability.

• Media Outreach & Partnerships: Aligned the campaign with culturally relevant media outlets and forged relationships with content partners who valued stories of community uplift. This ensured broader exposure across sports, lifestyle, and entertainment verticals.

  results

  The Coors Light Full Court Refresh Campaign not only met but surpassed its objectives. We secured nearly 300 media placements, generating more than 280 million total impressions. Major placements included ESPN, TV One, Huffington Post, The Source Magazine, and NBA.com. This success represented a 28% increase in media coverage year-over-year—8% above our initial goal.

  The emphasis on unique video content and influencer-led storytelling extended the campaign’s national footprint. Social media shares from program influencers alone surpassed 10 million impressions, driving enhanced brand awareness and positive sentiment. Through strategic positioning, authentic collaborations, and visually compelling narratives, we elevated a regional philanthropy initiative into a nationally recognized movement.

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