Not every great moment comes with a case study (but if you're looking for those, check out The Work in the nav bar).
This is a collection of stand-alone posts, reactions, and executions — the moments in between. Posts that sparked engagement, punched above their weight, or simply made people stop scrolling (and maybe even share). Some are scrappy. Some are polished. All of them reflect how I think, write, and create — and the culture of innovation I’ve helped foster as a content leader for over a decade.
Twitter/X introduced a new feature allowing users to control who can reply to their tweets, which felt like the perfect time to a run a highly scientific poll for football fans to choose between the Seahawks or one of their biggest rivals, the San Francisco 49ers. Unfortunately for the 49er Faithful, replies were turned off, making the results unanimous.
CenturyLink Field was being renamed Lumen Field and we needed a fun way to showcase not just the new name, but the new look of the entire stadium. We partnered with a creator whose niche was creating miniature, yet incredibly detailed, stadiums out of paper.
The Mariners were hosting a Turn Back the Clock Night where everything related to the game itself was transformed back to the 1990s. To help announce that night’s starting lineup both online and in stadium, we created the current team inside “Ken Griffey Jr. Presents Major League Baseball” on Super Nintendo. My favorite touch might have been the team manager, dressed in flannel, firing up the game and selecting the lineup.
After a clip of head coach Pete Carroll playing quarterback went viral, we worked with several of Pete’s contacts (to say he’s well connected is an understatement) to record a response.
It has been a huge focus of ours to give fans better insight into the organization by providing behind-the-scenes access. In addition to being great content, fans also appreciate all of the work that goes into making a championship-caliber team.
Most brands would just make a graphic that says “Happy Halloween!” and call it a day. We took two star players, DK Metcalf and Tyler Lockett, and had them chuck pumpkins out of a third-story window.
As the COVID quarantine began to drag out, people online started to openly debate whether or not they should cut their own hair. To play along, we imagined how some of the Seahawks players might look if they had done the same.
Schedule Release Day is one of the most anticipated moments of the offseason, and content teams always pull out all the stops to make a splash. For this one, we “leaked” a fake (and truly awful) schedule in the locker room, and captured the players’ reactions. They did not disappoint.
This is one of several pieces of content created to build excitement for year two of the Seahawks’ Throwback uniforms. You probably recognized the title as a nod to the 1990s classic 10 Things I Hate About You—but did you know it was filmed in Tacoma, WA? Speaking of fun facts, you can read more about the award-winning integrated marketing campaign around the year one launch here.
In the lead-up to the retirement of Ken Griffey Jr.’s No. 24, we created a miniseries titled 24 Stories, highlighting 24 unique aspects of the legend—both on and off the field. Topics ranged from playing alongside his dad in the big leagues, to launching his own candy bar, to his work with Make-A-Wish. The story featured above explored one of the more unexpected chapters: his short-lived rap career.
It’s no surprise that content around wins result in some pretty great engagement numbers. But how do you do it in a way that feels fun, fresh and different from the rest of the industry? We partnered with a talented and hilarious artist, Beetle Moses, to put together some custom comic-style graphics to celebrate wins throughout the 2024 season. It’s a shame we didn’t go undefeated.
During my time at Copacino+Fujikado, I had the privilege of working on several award-winning TV spots for the Mariners. This one spoke to a truth about ace pitcher Félix Hernández: he really did love to compete. The commercial was so popular, the team held a Larry Bernandez bobblehead giveaway later that season.
Digital Innovation
It's no secret that technology is constantly evolving across all industries, and the digital space is no exception. I love to explore new features and tools to find ways we might be able to tell a story a little bit differently, or engage our audience in a way they've never experienced before. Here are a few examples:
TikTok Filter
In celebration of the return of the Seahawks throwback uniforms, we developed a TikTok filter that allows fans to become a Seahawks running back heading for the Kingdome end zone.
Augmented Reality
Using VR, we enhanced an issue of the Mariners Magazine, allowing fans to view Edgar Martinez’s Hall of Fame speech when they scan the cover.
HOF Parade in 360°
In an effort to give fans unique access to a once-in-a-lifetime event, we attached a 360° camera to the hood of Edgar Martinez’s vehicle during the Baseball Hall of Fame’s Parade of Legends.
GoPro on Catcher
Technology combined with great access can help bring fans closer to the game. Ever wondered what it might look like to catch a major league pitcher touching 90+ MPH? We attached a GoPro to catcher Mike Zunino's mask as he caught left-hander Ariel Miranda for quite the view. GeekWire did a story on the video after it was posted.
One Instagram Post - Nine Different Angles
We used Instagram's new (at least at the time) gallery feature to show a big play from nine different angles, including some feeds which weren't even available to the TV broadcast. Fans could swipe through to find their favorite vantage point, and look closer to spot interesting reactions or other details everyone else may have missed.
Snapchat on MarinersVision
The Mariners, in partnership with Tagboard, became the first to use Snapchat content in a stadium. As part of the execution, we worked directly with Snapchat to create a custom unlockable snapcode which ran exclusively on MarinersVision. Mashable wrote a post about this integration.