Oregon Men’s Lacrosse Black Uniform Rollout

This was my first time taking the lead in planning a multi-step, scheduled rollout with multiple deliverables. Since we were debuting a new jersey, we wanted to pull out all the stops. We created a video post, on which we collaborated with popular Instagram account @Uniswag (195k followers) and a post of stills. Since the jerseys were black, we wanted to create an ominous, dark, punk, almost scary image, and the creatives (video by Paul Hinds, pictures by Cam Woods) killed it in accomplishing that goal. We were also able to surprise the team with the jerseys by showing them the video before public release the following day, which was fun.