Client
J4254 Tech Visual Storytelling
Type of Work
Creative
Overview
I developed a brand campaign for a hypothetical Mizzou Rock Climbing team. Guided by Mizzou Athletic's existing branding, I created the #RockOn campaign, a college sports-inspired campaign designed to generate hype and build a dedicated fan base among the general student body and alumni. The campaign centers on a high-energy hype video that utilizes GoPro footage. I also created social posts to further drive fan engagement.
The Ask
Elevate Mizzou Rock Climbing to a high-engagement college sport by increasing student involvement and alumni financial support.
The strategy focuses on high-quality, edited visuals to build a professional team image that attracts both casual and dedicated fans. These posts are designed to drive physical attendance through polished graphics and promotional announcements.
Twitter/X
This platform serves super-fans by providing immediate updates and technical details that aren't available on mainstream sports networks. It aims to be the primary source for live competition data and niche content that keeps the most invested followers informed in real-time.
TikTok
By leveraging trends and personality-driven content, the strategy aims to lower the barrier to entry for the average college student. The goal is to humanize the athletes and educate viewers, ultimately converting scrolling students into new club members.
The content is tailored to a mature demographic, focusing on the team’s long-term milestones and broader organizational news. This approach prioritizes maintaining connections with alumni and families to cultivate a community of financial donors and long-term supporters.