_{BODY ARMOR
Art Director
︎︎︎ creative direction, experiential & merch}

As Art Director, I developed a bold experiential marketing campaign that transformed Chicago's public transit into an immersive hockey experience for BODYARMOR's Winter Classic sponsorship. Centering on "BODYARMOR IS HOCKEY," I created a design system that owned the penalty box concept, establishing a high-contrast visual language using BODYARMOR's signature red against black and white. My approach emphasized disruption over subtlety, designing train wraps, interior experiences, and branded merchandise that reinforced BODYARMOR's position as the official NHL sports drink. The campaign created a four-week takeover that made the brand's presence impossible to ignore while driving trial and brand affinity among hockey fans.

^{Art Direction}

_{Blake Morrison}

^{Creative Strategy}

_{Eric Williams}

^{Experiential Producer}

_{Jonathan Espinal}

^{Account Manager}

_{Tim Larew}