Camp Olympia's existing social content was skewing millennial, polished and nostalgic, but invisible to the teens they actually needed to recruit. The ask: rebuild the social identity from the ground up to speak directly to Gen Z campers and create genuine excitement around signing up.

Teens don't respond to "come have fun." They respond to belonging, and the fear of missing out on something that looks elite. Camp Olympia already had that thing: the Athenian vs. Spartan rivalry is a fiercely competitive tradition that older campers live for. The insight was hiding in plain sight.

Lead with FOMO. Make "being an Olympian" feel like an identity, not just a summer activity. Build a visual system with real team energy: two rival editions, each with its own color world and attitude, unified by structure. Make kids feel like they need to pick a side.

The Instagram carousel was designed as the campaign's first move, a multi-slide drop that plays on the Athenian vs. Spartan rivalry. Each edition runs as its own parallel story: same structure, opposite colors, building tension toward the reveal. The format matches how Gen Z actually consumes content.

Round Rock Express saw a measurable decline in Thursday night game attendance compared to the previous year. The ask: dig into why fans weren't showing up, and create a campaign compelling enough to bring them back.

Young adult professionals weren't avoiding the game, they were missing a reason to go. Research revealed a gap: a space to unwind and connect that wasn't work or another bar night. Socializing as adults had quietly become hard. As kids, recess solved it every single day.

Make the ballpark feel like a playground. Adult Recess reframes Thursday nights as the effortless social event young professionals didn't know they needed, a place to mingle, meet people, and hang out. Bold playground energy and one simple ask: Wanna Play?

Dollar Tree wanted to show themselves as the brand that college students and recent graduates living paycheck to paycheck could rely on during the holidays. The ask: make Dollar Tree the destination for young adults who still want to celebrate when money is tight.

Life hits young adults with unexpected expenses constantly, a car repair, a surprise bill, rent creeping up. But Dollar Tree's prices never change. In a world full of financial chaos, that consistency isn't just convenient, it's genuinely comforting.

Lean into the humor. Create OOH ads that call out all the ways life financially wrecks you, then land on Dollar Tree as the one thing that will never let you down. Make Dollar Tree the punchline that always wins.

Austin Parks & Recreation needed trail walkers and hikers at Zilker Park to donate to an "adopt-a-goat" program, where goats are deployed to eat invasive plant species that damage the park's ecosystem. The ask: make people care enough to fund it.

Hikers and trail users already love the park, they just don't see a goat as a hero. But reframe the goat as a soldier on a mission, and suddenly the whole story changes. People don't donate to conservation programs; they enlist in battles they believe in.

Reimagine the goats as soldiers fighting the war against invasive weeds. Build a campaign identity around military-style recruiting, trail signage, print ads, and digital that make donors feel like they're deploying troops to defend Zilker Park.

Lollapalooza attendance stays strong. Presence doesn’t. The challenge wasn’t getting Gen Z to show up, it was getting them to actually be there. The phone comes out. The set becomes content. The moment becomes a post.

Gen Z is the most music-obsessed generation alive. They memorize lyrics, follow tour dates, spend real money on tickets. The painful irony: the thing they paid hundreds of dollars to feel in their chest is the one thing they’re least present for.

Lollapalooza doesn’t compete with social media, it reminds people why social media can’t compete with this. Position the festival as the last place where music hits you the way it’s supposed to. Not anti-technology. Pro-feeling.