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Chili's

The Challenge

Create an integrated activation for Chili's during the NBA Draft in a way that felt authentic to both their playful brand voice and Gen Z sports fans.

My Role

Led creator-driven campaign strategy and execution for Chili's co-sponsorship of our NBA Draft party, managing creator briefs, talent coordination, and content distribution around a live moment.

The Approach

Partnered with rising prospect Trey Johnson (eventual #6 pick) and worked with our design team and Chili's creative to develop custom jackets that felt authentic to both the brand and our audience. Distributed 333 jackets through social giveaway and wove brand messaging into draft content naturally: Trey wearing the jacket, discussing his draft experience, and engaging with Chili's in a way that felt fun, not forced.

The Result

High engagement during a compressed live moment while staying true to Chili's culturally fluent brand voice. Showed how talent partnerships can make brand integrations feel like part of the story, not an interruption.