Tom Brady's TB12 Sports
One brand across multiple channels: a year of strategy, editorial and video to expand TB12 from elite athletes to anyone with the will to win.
Editorial Strategy and Content Writing
In addition to planning and writing a year-long editorial strategy for TB12's mobile app and website, I wrote and managed a four-person team of freelancers.
Video Producing
As interviewer and producer, I spoke with former Green Beret and TB12 client Kevin Flike to explore his story of recovery from combat injuries sustained during his deployment in Afghanistan.
Video Scripting
In addition to producing and writing stories about TB12, my responsibilities included researching the methodology of Tom Brady's sports regimen and translating its essence into easy to understand video scripts for the video production team to shoot.
Brand Strategy and Digital Campaign
The “Peak Performer” campaign was a program I developed to help shift the appeal of TB12 from an elite “athletes only” brand to a democratized and accessible platform for people of all athletic abilities. In addition to interviewing and crafting narratives about the personal challenges clients sought to overcome, we created a digital community for them to interact, engage and share with one another.
