Run It Back Tip-Off Event
Delivered a culturally resonant experience that positioned FanDuel TV within the core of NYC basketball culture and elevated engagement with a high-profile audience.
Year
2024
Role
Senior Designer, Creative Lead
Scope
Live event at Gauchos Gym, Bronx
Environmental, motion, and event branding system
Audience of press, influencers, and cultural figures
Challenge:
Create an event identity rooted in the Bronx’s historic basketball culture while aligning with FanDuel TV’s Run It Back for a high-visibility audience of press and influencers.
Approach:
Led and executed creative direction for the event, developing a visual system informed by streetball and gym culture. Applied it across environmental graphics, motion, and event touchpoints to create a cohesive, high-energy experience within the iconic Gauchos Gym.
Impact:
Delivered a culturally grounded experience, positioning FanDuel TV within NYC basketball culture and elevating engagement with a high-profile audience.
Concept
The goal was to let the environment lead.
Instead of imposing a heavy brand presence, the system was designed to integrate into the gym’s existing textures, history, and energy.
System in Practice
The visual system was intentionally restrained, allowing the space to remain the focal point while still creating a consistent presence across touchpoints. A balance of brand and environment, designed to feel authentic to the space rather than imposed on it.
