Project Overview:

The Light It Up campaign was created for the New York Liberty’s in-arena intro videos for the 2023 & 2024 seasons. Alongside the video, still image assets were developed for use within the piece and across the Liberty’s social platforms throughout the season.

The campaign aimed to capture the textures and essence of New York, building sets that visually embodied the city’s energy and grit. Central to the creative approach was showcasing the players as both powerful and beautiful—highlighting their intensity without softening or shying away from their competitive edge.

The result was a striking blend of style and strength that allowed the athletes to fully own their presence, on and off the court.

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Scope of Work:

• Concept & Development: Led the creative vision and development of the campaign, crafting a narrative and visual direction that reflected the spirit of New York and the identity of the New York Liberty.

• Art Direction: Helped design and directed sets, lighting, and styling to authentically capture New York’s texture while balancing on-court intensity.

• Photography: Captured portraits and action inspired imagery that highlighted the players’ power, confidence, and individuality, delivering assets for both video integration and season-long social use.

• Post: Oversaw image selection, retouching, and final color grading to ensure consistency across video and photo deliverables, maintaining the campaign’s bold visual tone.