Detroit based communication
designer, visual storyteller, and friend.
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03_WINNING HITS DIFFERENT
Role:
Ideation
Copywriting
Art Direction
Motion Design
Overview:
Winning Hits Different is a Pistons campaign centered around teaching 18-24 year olds to keep working hard when success doesn’t come fast. Not being the prodigy. Not going viral. It’s about showing up and working for the win.
Process:
The process began by defining the target audience and identifying the core issue: social media has distorted young people’s perception of success, often making achievement seem instant and unattainable at the same time. From there, we developed a visual system that communicated what hard work actually looks like, emphasizing that success is not immediate, but something that must be earned over time.
The project was divided among four team members, resulting in a motion piece, out-of-home mockups, social media content, and product mockups. Since the campaign was influenced by the Pistons, the recognizable red, white, and blue color palette was carried throughout the designs. We also incorporated cutouts of real people playing sports to create a gritty, authentic tone. Strategically, we chose to feature everyday people rather than celebrities to reinforce the idea that success is achievable without fame or status.
Outcomes:
This project came with several challenges. The first was developing a script and copy that felt motivating and authentic to the target audience of 18–24 year olds without coming across as overly cheesy or forced. After refining the messaging and selecting the strongest phrases, the next challenge was maintaining a consistent visual style across both the static designs and motion graphics. To solve this, the team collaborated closely by sharing and revising each piece together, allowing different perspectives to help unify the overall look and create a more cohesive design system.