MTN DEW

THE BLOCK

At previous NBA All-Star Weekends, brands and the league showed up and put on amazing events that didn't reflect the character of the host city. For 2022, I wanted to disrupt that trend. As the creative lead across a multi-agency effort, I outlined our objective to create a must-see experience for basketball fans with compelling programming and a "Dethrone the Serious" vibe. From local businesses to Cleveland tastemakers, my team tapped into Cleveland culture in ways that allowed MTN DEW to show up and show out, resulting in the brand winning Event Marketer's Award for Best Use of Events for Content.