Degree

Bracket Gap Challenge

Agency:  Edelman New York

Creative Directors: Conor Hogan, Lydia Daniels

Copywriters: Ryley Murray, Anna Xiques

Designer: Neal Sotelo

Campaign Spark: In 2020 Oregon player Sedona Prince shared a video showing the disparity between the men's and women's weight room amenities, there has been a growing awareness of the inequity that exists in sports.

The Insight: 36.7M fans fill out March Madness brackets. Only a fraction of them are for the women's tournament. 

The Big Idea:  Let’s tap into current bracket-building culture and enlisting the help of Candace Parker (WNBA player and March Madness tv host) to organize the largest women's bracket pool ever–thereby bringing long-deserved national attention to the women's tournament, to increase viewership and investment dollars for the female athletes of the NCAA.

My Role: Concepting, Art Direction, Design, Production