The city of Milwaukee has always had something of a chip on its shoulder. A small Rust Belt town in the shadow of Chicago, the Brew City is often little more than an afterthought when it comes to the national conversation. With our debut spot of 2018, we wanted to capture that feeling of being overlooked and flip it on its head—unapologetically touting the city’s blue-collar character to make a powerful statement about the season ahead.
Role: Writer/Marketing Director
To build excitement in the weeks leading up to the 2017 season, we launched an unexpected out-of-home campaign alongside one of Milwaukee’s busiest highways. One month before Opening Day, we quietly put up a billboard featuring what appeared to be two grounds crew workers pushing a field tarp across the board’s facade. Over the next four weeks, the tarp slowly advanced to reveal more and more of the grass, until finally on the morning of Opening Day, the covering was fully removed, revealing the famous Opening Week logo.
Awards: 2018 OBIE Award Winner, Gold - Custom Installation
Role: Writer/Marketing Director
An up-and-coming slugger known for his prodigious power, Brewers third baseman Travis Shaw had been affectionately dubbed “The Mayor of Ding Dong City” by Milwaukee faithful. So when it came time to promote his bobblehead giveaway, we naturally decided to create a political commercial outlining the Mayor’s vision of a city built on the long ball.
Role: Writer/Marketing Director
For our 2017 TV campaign, we enlisted the services of five Milwaukee icons—baseball legends each of them—crafting personalized scripts that artfully highlighted the organization’s five brand values while weaving in a bit of the narrator’s unique personality and backstory.
Awards: 2017 Midwest Emmy Award | Category #20-B Outstanding Achievement for Commercials - Campaign
Role: Writer/Marketing Director
One of Miller Park’s classic traditions is the singing of “Roll Out the Barrel.” During the seventh inning of every home game, the entire stadium rises to its feet and belts out the words to the classic polka tune. We celebrate that unique tradition in this :30 film featuring fans singing the beloved Brewers anthem—from the moment they woke up, throughout the course of their day, and finally at the ballpark alongside forty thousand of their closest friends.
Role: Writer/Marketing Director
If you’re a sports fan, you know that it often feels like you don’t get to choose your favorite team so much as your favorite team chooses you. With the first spot of our 2016 campaign, we wanted to tap into that powerful reality of sports fandom. And who better to deliver a message of loyalty and belonging than the club’s new manager, Craig Counsell—a hometown hero who was born and raised in Milwaukee, played for the Brewers in the Major Leagues, and was now leading the very team he grew up rooting for.
Role: Writer/Marketing Director
There’s something lovely about a collective experience, a beautiful moment simultaneously shared between a large group of people. We sought to capture that phenomenon in this :30 spot that travels around the city of Milwaukee on an exquisite summer night, seamlessly weaving between different groups of Brewers fans, each enjoying the game in their own unique way.
Role: Writer/Marketing Director
The 2017 Brewers had dramatically surpassed expectations, finishing just one game shy of a playoff spot. Yet despite numerous offseason additions to an already strong roster, the baseball experts were once again predicting the Brewers to finish in a distant third place in 2018. We proudly embraced that underdog status in the first spot of our offseason campaign, leveraging the voice of hard-working third baseman Travis Shaw to deliver a message of confidence and conviction in the road ahead.
Role: Writer/Marketing Director
It’s remarkable how many of your most treasured memories as a sports fan have nothing to do with the outcome of the game. Rather, it’s all of those little moments you shared with your parents, or with your kids, or with your childhood best friend that really stand out. That was the reality we wanted to capture in this spot, intentionally choosing to exclude any sort of game-action highlights and focus exclusively on a collection of heartwarming moments shared among fans.
Role: Writer/Marketing Director
One of the coolest parts of my job at the Brewers was getting to dream up and design all of the club’s promotional giveaway items. From bobbleheads, to bullpen cars, to talking alarm clocks, we created some pretty fun things over the years. These are a few of my favorites.
Role: Marketing Director
Opening Day is a big deal in Milwaukee. Like a really big deal. Unfortunately, it generally falls on a Monday afternoon, which means that all of those good, upstanding citizens with weekday responsibilities aren’t able to attend. That is, unless one of their favorite baseball players were to write them a note relieving them of their normal obligations.
Role: Writer/Marketing Director
Our team was tasked with creating a direct mail piece that convinced local businesses to plan a company outing to Miller Park. Wanting to cut through the clutter of boring junk mail, we positioned our piece as a step-by-step guide to creating a highly-productive workplace, in which the key to success always involved taking your employees to a Brewers game.
Role: Writer/Marketing Director
To celebrate the 25th anniversary of the beloved baseball classic, The Sandlot, we decided to recreate one of the film’s most memorable scenes—enlisting eight of our more charismatic players to fill out the movie’s cast. Our little tribute video quickly became an internet sensation, accumulating over one million views in the first 24 hours, stealing headlines across a number of major media outlets, and ultimately becoming one of our most highly engaged social posts to date.
Role: Writer/Marketing Director
In this social video promoting Eric Thames’s bobblehead giveaway, we find the Brewers first baseman diligently studying game film late into the night. As the spot goes on, however, we discover that perhaps the lefty slugger is less studious than he originally appeared.
Role: Writer/Marketing Director
Waiting for baseball season to arrive can be an absolutely brutal experience—especially in the Midwest where the cold, snowy winters seem to drag on forever. By the time Opening Day finally rolls around, it feels like you’re about ready to jump out of your skin with excitement. That’s the energy we wanted to capture with this spot, which we debuted on the first day of the 2016 season.
Awards: 2016 Midwest Emmy Award: Category #20-B Outstanding Achievement for Commercials - Campaign
Role: Writer/Marketing Director
Though it doesn’t always get the attention it deserves, email marketing is often one of an organization’s most effective marketing tools. In my role as the Brewers senior copywriter, I wordsmithed hundreds of emails every year—everything from editorial content, to ticket promotions, to major club announcements, and more. Here’s a small taste of the many email campaigns I crafted while at the Crew.
Role: Writer/Marketing Director
As the organization’s internal creative shop, my team and I were responsible for concepting and producing all sorts of cool content for the club’s wide array of social channels—including everything from promotional posts to game recaps to hype videos and a whole lot more. Five years’ worth of social content was a little too much to fit on one page, so I put together a little sampler platter of some of the fun things we created.
Role: Writer/Marketing Director
The 2018 Season Seat Holder renewal site was definitely one of the coolest, most ambitious digital projects I worked on during my time at the Brewers. This personalized microsite was customized for each of our 10,000+ Brewers Season Seat Holders—allowing them to review their benefits, rank their rewards, build a custom ticket package, and even set up an auto-payment plan, all in one easy location.
Role: Writer/Marketing Director
