How a Small-market NBA Team Gives Off Big City Energy

Oklahoma City, Oklahoma—home of the NBA’s OKC Thunder—may not scream basketball city, but the team and their fans have the DNA of one. To show the world The Thunder are the real deal, we married the look and feel of a big-city NBA team with the local, offbeat persona of OKC to reflect the fan’s mindset.

I took over their social media channels and channeled the spirit of local superfans, platforming fan-favorite players and championing the city. Outdoor advertising, magazine inserts, and targeted email blasts helped increase fan engagement. Fans were enthusiastic; sharing and commenting on social media content, attending more games, and buying more merchandise. We even gave Russell Westbrook a boost in the MVP race with a campaign to change the sports media narrative around the star player.

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Out of Home

A social, OOH, and special event campaign welcoming Paul George and acquainting him with the OKC organization, community and fan-base.

Copywriting: social concept/strategy ideation and supporting caption copy, billboard and hotel banner copy, special event name and intro to OKC video script writing (not on website, but available upon request).

“HAHA. That’s good.”

— Paul George, as he walked towards the hotel with his family

Fan’s Letter

Future of Firsts

An environmental campaign (arena, art exhibition, billboards) aimed at illuminating Kevin Durant’s unfinished legacy in OKC.

Copywriting: exhibition/gallery introduction to set the stage for various pieces of artistic work including a personal takeaway (plaque for KD). And separate outer-arena billboard copy evoking the organizations’ pursuit of progress.