Concept: Milk vs Milk

Brief: Develop an interactive campaign to raise awareness of the health benefits of milk, aligning with The Dairy Alliance’s messaging strategy focused on athletic performance.

This NIL sports marketing campaign featured NCAA student-athletes Ladd McConkey (Georgia) and Joe Milton (Tennessee) in a friendly social media showdown, debating which milk benefit is superior—hydration or protein. Through engaging content and athlete-driven storytelling, the campaign amplified milk’s role in fueling athletic success, while reinforcing the ultimate message: no matter the debate, milk always wins. The target audience was able to support their favorite team or favorite milk benefit.

My Role:

I was involved from concept to execution. I concepted multiple initial campaign ideas to bring to a collaborative brainstorm with a freelance copywriter and freelance art director. One of my early concepts, "Offense vs. Defense," ultimately evolved into the final “Milk vs. Milk” showdown, inspired by the classic Miller Lite “Tastes Great, Less Filling” campaign.

I designed the logo, established the campaign look and feel, and created all collateral, including social content (feeds + stories), OOH boards, and a landing page. I also art-directed along side my Creative Director and with our production partner to ensure visual consistency across the athlete videos and photos. For each deliverable, I refined the initial designs by incorporating feedback from both my Creative Director and the account team before presenting my design solutions to the client.

This project won a 2024 Platinum AVA Digital Award for Web-Based Production | Short Form Web Video less than 3 Minutes | Celebrity or Influencer

Due to the campaign ending, the landing page is no longer live. However you can view the design comp here.