Sports Alphabet

Bleacher Report sees sports differently and has redefined the way we consume the games we love. But in in 2015, they weren’t the beast they are today. To extend the brand's reach and solidify Bleacher Report's positioning as the voice of the modern sports fan, we teamed up with Blackalicious to create a sports-focused remix of the group's iconic song, “Alphabet Aerobics”. The final product was the "Sports Alphabet", a branded music video featuring dynamic animation that could be cut down into 26 pieces of content to share with our eager audience.

As an arbiter of sports culture, I helped the creative teams understand the differences between Bleacher Report's content-driven philosophy and the traditional sports media outlets that rely on in-game results or hot takes. I also assisted with ideation and helped tailor some of the "Sports Alphabet" lyrics to be more sports-centric.

 The work earned 90 million+ media impressions, was streamed 170,000+ times on Spotify, and aired during primetime NFL, NBA and March Madness tournament games. In 2016, the work was awarded Gold and Silver at the One Show, Gold at the American Advertising awards, and top honors at the AICP awards.