What it is:
A 360° market-specific celebration honoring Chipper Jones’ Baseball Hall of Fame induction — activating Coors Light’s partnership with the Atlanta Braves in a deeply relevant, local way.

Why it mattered:
The Braves and Chipper Jones are cultural icons in Georgia. This program reinforced Coors Light’s connection to local fans, helping cement its place as “the beer of Atlanta baseball” during a once-in-a-lifetime moment.

What I did:
Led creative concepting, storytelling, and rollout for an integrated program spanning collectibles, fan experiences, and a video series with baseball legends Bobby Cox and John Schuerholz. Also crafted a :30 TV spot that ran in prime time.

What happened:
Created a highly emotional, high-visibility activation that made Coors Light the hero of Braves fans’ celebrations across Georgia — strengthening retailer relationships and fan affinity in a crucial market.