I joined Stanford Athletics in April 2015. By September, I was leading digital efforts for one of the most electrifying players in America — Christian McCaffrey.
What began as standard game-week awareness evolved fast. Each highlight, each headline, each Saturday felt bigger. Within months, it wasn’t just about coverage — it was about building a Heisman campaign that matched his play on the field.
The highlights that moved fast enough for Twitter. Long-form storytelling that carried weight on Facebook. Visuals that made Saturday nights feel cinematic. Every post worked in rhythm — not just to hype a player, but to amplify a brand.
Heisman Structure
Behind the highlights and headlines was a system. Stanford’s social presence had run on talent and hustle — but not yet by design.
We built clear lanes for every platform. Twitter drove tempo. Facebook carried depth. Instagram owned identity. Each piece was built to serve a purpose: awareness, engagement, or storytelling.
A visual playbook unified it all — photography, typography, motion, tone — creating a look that felt unmistakably Stanford.
At the center sat a custom campaign site, updated weekly with stats, stories, and record-breaking moments. Around it, premium galleries and cinematic recaps turned each game into an episode in a larger story.
The Heisman run was the spark. The structure became the standard.
We built clear lanes for every platform. Twitter drove tempo. Facebook carried depth. Instagram owned identity. Each piece was built to serve a purpose: awareness, engagement, or storytelling.
A visual playbook unified it all — photography, typography, motion, tone — creating a look that felt unmistakably Stanford.
At the center sat a custom campaign site, updated weekly with stats, stories, and record-breaking moments. Around it, premium galleries and cinematic recaps turned each game into an episode in a larger story.
The Heisman run was the spark. The structure became the standard.
