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The Drought Is Over - Baltimore Orioles Postseason
Athlete Storytelling
Styling and Social Execution
As of September 2023, the Baltimore Orioles hadn't played October baseball since 2016 (and lost in the wild card round). To celebrate the Orioles clinching the AL East title and earning a trip to the 2023 postseason, I led the content strategy for a lifestyle photo shoot just above Camden Yards with star third baseman Gunnar Henderson and first baseman Ryan Mountcastle. MLB athletes are notoriously underrepresented in the lifestyle space, and the goal was to make their presence notable before the world saw their talent in October. The following photos were posted on the @UnderArmour Instagram account.
Key stats/takeaways: Both Henderson and Mountcastle were each gifted over $5K in UA franchise product. The content totaled 165K in organic reach.
