Third Street Promenade had been seeing a decline in foot traffic, and the Dodgers' World Series run presented a rare, time-sensitive opportunity to change that narrative. The goal was simple: give Los Angeles something to rally around — and make the Promenade the place to do it.

I served as Creative Director for the "Catch the Blue Wave" Pep Rally, a first-of-its-kind sports marketing activation and event branding project produced in partnership with the City of Santa Monica, Downtown Santa Monica, the LA Dodgers, and Major League Baseball. Working within a 72-hour window from concept to execution, I developed the full visual identity for the event — including the event name and brand, social media graphics, print flyers, out-of-home materials, and custom beer cans — and turned everything around fast enough to hit print and publish within hours of approval.

The experiential marketing event drew 1,500+ fans to the Promenade in Los Angeles through entirely organic promotion, with 650 cheer towels and 150 posters distributed in the first 30 minutes. Its success led to a $40,000 brand activation partnership with Anheuser-Busch, MLB's official beer sponsor, extending the campaign into a week-long series of free World Series watch parties on the Promenade.