The Client: Sacramento Kings
The Project: Where Proud is King campaign
The Agency: Freelance
My Role: Concepting + copywriting + client collaboration
The Backstory: The Sacramento Kings needed a campaign line that would align with their overarching tagline #SacramentoProud and guide the marketing narrative for the 2017-2018 season. I collaborated with the Kings’ creative team to craft a new campaign that could subtly but strategically shifted the focus from overall city-pride to the actual in-game fan experience at the team’s new world-class arena Golden 1 Center. This new direction allowed us to introduce the new roster, drive ticket sales with digital ads, and spark excitement for the modern era of Sacramento’s most beloved local brand.

The Bonus: Stockton Kings Stock Up (year 2) & Rise Up and Rein (year 1)
The Stockton Kings (formerly Bighorns) had just relocated from Reno and needed a new tagline to introduce the new team to the 209. For year one, we launched with Rise Up and Reign to capture the rising spirit of the City of Stockton and the resilient, ambitious attitude of its citizens while aligning with the history of its parent team. For year two, we built on the success of the previous years’ strong 209 merchandise sales and crafted a campaign that celebrated this region’s unique legacy and community pride.