tHE PHILADELPHIA INQUIRER
Sports Vertical Revamp
In response to The Inquirer’s request to promote its new sports vertical and build deeper local loyalty, I led the development of a campaign focused on unity, identity, and belonging. We positioned the vertical as a space that celebrates Philadelphia sports culture is bold, passionate, and proudly diverse.
The Mission
XFINITY LIVE
COLLABORATION
We extended the campaign with an interactive activation at Xfinity Live, one of Philly’s most iconic sports bars located just outside the stadiums at NRG Station—the final stop on the SEPTA line and the gateway to game day. Symbolically, it’s the last stop before the action begins, making it the perfect place to connect with fans in a shared moment of pride and anticipation. Branded QR codes throughout the space allowed users to choose between a beer or seltzer and unlock a custom reward. Existing Philadelphia Inquirer subscribers received instant access, while new users were prompted to sign up. The activation blended physical and digital experiences, positioning The Inquirer not just as a source of coverage, but as an active part of Philly’s fan culture.
Our Approach
The campaign captured that energy with intention and clarity. To visualize this message, I designed a SEPTA subway station takeover, tapping into the emotional power of public transit as one of the few places in Philly where everyone comes together, fans from all neighborhoods and backgrounds headed to the same destination: game day.
MOBLE
To build excitement for our subway takeover, we created a social-first Instagram ad campaign timed for the day of the game. The goal was to capture attention in the moment and drive buzz by giving fans a first look at the takeover as they made their way to the event. By meeting people where they were, both online and in transit, we amplified the energy and made the experience feel even bigger.