Tommy & Gronky aimed to showcase the personalities of Tom Brady & Rob Gronkowski in a way only the Buccaneers could by elevating two of football’s greatest players like never before. The set design took inspiration from tacky Florida (palm trees, pink flamingos, little kiddie pool, etc) and each segment brought out the best of what’s become the greatest friendship in all of sports.

Introduced Tommy & Gronky idea, led concept development, project management and on-going content distribution for the series. Generated more than 30M+ views across key channels (YouTube, TikTok, Instagram, Twitter and Facebook), becoming the most watched series in Buccaneers history. Drove more than 75M+ impressions & 330K+ hours of watch time on YouTube.

• The Stars: Tom Brady & Rob Gronkowski

• Ideation: Joey Nelson, Christi Bedan, Stephen Lynch & Jason Turner

• Set Design: Joey Nelson & Stephen Lynch

• Project Management: Joey Nelson

• Video: Stephen Lynch & Danny Beeck with support from Jake Horan, Abby Durner, Connor Clark, Zach Fletcher & Alec Hallman

• Photos: Tori Richman & Kyle Zedaker

• Social/Digital Publishing: Joey Nelson, Jill Beckman, Amy Schwartz, Max Brodsky & Sara Abbott

• Design: James Pawelczyk & Jake Manternach

Led content & distribution strategy for the Buccaneers throughout the Super LV run, including the “trophy toss” boat parade and ring ceremony.

Generated more than 550M+ impressions, 115M+ views, 21M+ engagements and 426K+ followers across our key social channels.

• Digital Media Team: Christi Bedan, Max Brodsky, Joey Nelson, Jill Beckman, Carmen Vitali & Amy Schwartz

• Design: James Pawelczyk, Evita Ortiz, Mike Aguilar, Steve Vollmer, Jake Manternach, David Sharpensteen, Drew Morris & Jon Contino

• Video Producers: Stephen Lynch, Danny Beeck, Jake Horan, Abby Durner, Max Labadie & Caitlin Peterson

• Photos: Tori Richman & Kyle Zedaker

• Team Reporters: Casey Phillips & Scott Smith

• Social Publishing: Jill Beckman & Joey Nelson

• Digital Publishing: Amy Schwartz & Max Brodsky

• TikTok Squad: Joey Nelson, Jill Beckman, Amy Schwartz & Christi Bedan

• Project Management: Jason Turner & Ashlyn Rodriguez

• Copywriter: Nick John

Growing up a lifelong Buccaneers fan, I always dreamed of covering the team as a local beat writer. As time and technology evolved, that dream would later become a chance to cover the team “from the inside out” thru social & digital media.

Since joining the Buccaneers in May of 2020, our digital media team has generated more than 3.8B+ impressions, added 2.8M+ followers across social and drove more than 1B+ video views (kudos to the team both on and off the field).

I’ve been blessed with the opportunity to lead the Buccaneers’ overall content strategy, including distribution and community management, in addition to collaborating with our content production team to create graphic, video, photo and written content for social & digital media channels.

• Digital Media Team: Christi Bedan, Joey Nelson, Max Brodsky, Jill Beckman & Gabriel Kahaian (Previous: Carmen Vitali & Amy Schwartz)

• Design: Evita Ortiz, Mike Aguilar, Steve Vollmer & Jon Contino (Previous: James Pawelczyk, Marlon Bennett, Nick Plesce, Jake Manternach, David Sharpensteen & Drew Morris)

• Video Producers: Stephen Lynch, Danny Beeck, Alec Hallman, Connor Clark & Autumn Shields (Previous: Jake Horan, Zach Fletcher, Josh Warner, Abby Durner, Max Labadie & Caitlin Peterson)

• Photos: Tori Richman & Kyle Zedaker

• Editorial Team: Scott Smith, Casey Phillips & Brianna Dix

• Social Publishing: Joey Nelson, Jill Beckman & Zach Bush

• Digital Publishing: Max Brodsky & Gabriel Kahaian

• TikTok Squad: Joey Nelson, Jill Beckman, Zach Bush & Christi Bedan

• Project Management: Jason Turner & Alexis Karpodinis

• Copywriter: Nick John

Led ideation, strategy and execution of adidas Basketball tunnel entrances. Key objectives include increasing brand association with athletes and driving earned coverage on target media social channels.

Drove more than 20M views on social and TV, while generating 3.3M social engagements across key media publishers on social (Bleacher Report, ESPN, NBA, House of Highlights, BR Kicks, athlete channels, etc).

Led overall social strategy for adidas Basketball; including creation of social tools, community management of @adidashoops social channels, media relations and influencer marketing.

Projects include: Harden Vol. 2-4, Dame 4-6, D.O.N. Issue #1, Pro Model, SS19 Collection, adidas Legacy, McDonald’s All-American Games 2019, 2018 WNBA Summit, 2018 Rookie Draft Class, 2017-20 NBA Seasons and 2017 New Hustle Influencer Program.

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Created in partnership with The Players’ Tribune, supported strategy and execution of athlete storytelling content series. Key objectives include increasing brand association with adidas athletes and celebrating their unique differences:

Dame Time | The Damian Lillard Story: Generated more than 15 years worth of watch-time on YouTube with Episode One.

Determination Over Negativity | The Donovan Mitchell Story: Generated more than 1M minutes of watch-time on YouTube.

Mark My Words | The WNBA Title Chase: adidas’ first long-form content series on women’s basketball.

Lead social strategy and support brand communication initiatives for Damian Lillard’s sixth signature shoe launch, Dame 6.

Efforts include: content capture and development, platform distribution, editorial planning, public relations and seven-part documentary series created in partnership with The Players’ Tribune.

Lead social strategy and support brand communication efforts for the introduction of Donovan Mitchell’s signature collection, D.O.N. ISSUE #1.

Efforts also include: content capture and development, platform distribution, editorial planning and short-form documentary created in partnership with The Players’ Tribune.

Supported execution of Donovan Mitchell’s “ROOKIE?” campaign, including: hype merchandise creation and seeding, @adidashoops community management, SPIDA evolution with Dictionary.com and digital/retail extensions.

Lead and support PR/Social activations for WNBA partners, including: Candace Parker, Nneka Ogwumike, Chiney Ogwumike, Chelsea Gray, Liz Cambage, Angel McCoughtry, Imani McGee-Stafford, Layshia Clarendon, Alexis Jones, Morgan Tuck, Moriah Jefferson, and Shavonte Zellous.

Drove ideation and project management support for the video series titled “Mark My Words,” created in partnership with The Players’ Tribune during the 2019 WNBA Playoffs.

Projects include: 2019 WNBA Playoffs, Candace Parker Pro Bounce PE, SS19 Collection and 2018-19 WNBA Summits

Led story creation and execution of Dame 4 Glow in the Park. Project management included: event activation, skate customization, press materials, content creation and social post plan.  

Event Details: adidas Basketball and Damian Lillard invited friends, fans and families to a special skate party on December 7 at Oaks Park in Portland. 800+ fans came through and 50+ custom Dame 4 skates were created as a leave-behind for the community. 

Led creative briefing and execution of Harden Vol. 1 seeding kit, aimed at delivering elevated packaging in conjunction with disruptive storytelling. 

Supported the ideation and execution of Project Harden, an all-new approach to launching James Harden’s signature collection. The following 12 weeks showcased a new chapter of Harden’s story on the @ProjectHarden Instagram channel, including the official unveil of his signature logo and behind the scenes action with the design team, creation of product, on-court testing and clues of what’s to come.

Best of Instagram, Shorty Awards ‘17 | Project Harden

Led creative briefing and execution of Dame 3 seeding kit built around changing lives through basketball, music and community. 

Assisted in the creative concepting and execution of James Harden's first product drop with adidas, while leading creation of press materials.