#SeeHerGreatness
Over 40% of athletes are women yet they receive less than 10% of media coverage.
This insight fueled the “See Her Greatness” campaign for Buick that highlighted iconic moments in women’s sports that most often go overlooked, and raising awareness around inequity in women’s sports coverage. Taking advantage of the NIL law for NCAA athletes, everything started on TikTok with 5 NCAA female college players.
497m
across IG and X
7.2bn
hashtag interactions
on TikTok
To further amplify the conversation, we forged a collaboration with TOGETHXR, the female-led media company built to showcase women and girls as game changers.
TOGETHXR — founded by renowned Olympians Alex Morgan, Sue Bird, Simone Manuel, and Chloe Kim — created inclusive content aimed at increasing representation and hosted live "mentor huddles" for viewers to witness authentic discussions between well-known female athletes at major NCAA athletic events.
And… the NCAA women's game Iowa vs. Louisville had more viewers on ESPN than any other Men's NBA game.
The New Face Of Buick
Almost 3 years in the making, the complete overhaul and redesign of the Buick brand is live.
My team built a comprehensive and contemporary visual identity system with new logos, typography, photography and colors that showcases Buick's commitment to design, innovation, elegance, and performance.
