exit

A charity project with Matthew Stafford, the Detroit Lions and S.A.Y. Detroit

Client: REPREVE
Agency: Tilt

Credits:
Video/Photo Production: Tell
Product Photography: Ivester Creative
Web Development: From Somebody Else
PR: The Brand Amp

As part of REPREVE's sponsorship deal with the Detroit Lions and Matthew Stafford, I worked to conceptualize and produce the Paint by Number9 project—a charity fundraiser to support an after-school youth center in Detroit's 8-Mile.


My Responsibilities:
Project Conceptualization
Creative Direction
Naming & Branding
Video & Photo Direction
Set Design & Fabrication
Video Editing & Motion Graphics
Copywriting
Analytics & Reporting



The Paintings

  • Paint by 9
  • Lions #TurnItGreen
  • Roary's TD
  • Back to School
  • One Pride

The Footballs

  • Paint by 9 Footballs
  • Paint by 9 Footballs
  • Paint by 9 Footballs
  • Paint by 9 Footballs
  • Paint by 9 Footballs
  • Paint by 9 Footballs
  • Paint by 9 Footballs
  • Paint by 9 Footballs
  • Paint by 9 Footballs
  • Paint by 9 Footballs
  • Paint by 9 Footballs
  • Paint by 9 Footballs

Behind the Scenes

  • Paint by 9
  • Paint by 9
  • Paint by 9
  • Paint by 9
  • Paint by 9
  • Paint by 9
  • Paint by 9

Results from the 7-day campaign:

Media Impressions: 115 million
Advertising Value: $2.8 million
Social Media Reach: 800,000
Video Views: 120,000

Matthew Stafford completed a Satellite Media Tour, including interviews with SportsCenter, NFL Live, NFL Total Access, the Rich Eisen Show and more. The PB9 video surpassed Repreve's previous record by over 52%. Ian Fitzsimmons of ESPN Radio called the campaign, "One of the best charity fundraisers I have seen in my 20 plus years of doing radio."