#EARNIT
If You Want IT, You Are Going To Have To Work For IT.
SPECS
Medium: Motion Design /Social+OOH Graphics
Format: Ad Campaign
Tools: Illustrator, Photoshop, After Effects
Team: Zander Connally (Ideation, Motion Design, Asset Creation), Eben Breton (Ideation, Social Graphics), Freyja Humbert-Iles (Ideation, OOH Graphics), Veronica Trevino (Ideation, Research, Conceptialization)
Medium: Motion Design /Social+OOH Graphics
Format: Ad Campaign
Tools: Illustrator, Photoshop, After Effects
Team: Zander Connally (Ideation, Motion Design, Asset Creation), Eben Breton (Ideation, Social Graphics), Freyja Humbert-Iles (Ideation, OOH Graphics), Veronica Trevino (Ideation, Research, Conceptialization)
THE CHALLENGE
Winning is great, but what does it actually take to earn it? The Detroit Red Wings were facing a growing engagement gap with 18–22 year olds who felt disconnected from traditional team-centric sports marketing. The goal was to build a social-first campaign that bridges this gap by shifting the focus away from scoreboard wins and reframing hockey culture around something universally relatable: grit, repetition, and personal hustle.
RESEARCH & DESIGN
Co-leading ideation and copywriting, I helped shape the raw, authentic voice behind #EARNIT, while taking full ownership of the motion design and key graphic assets. To meet Gen Z where they live, we engineered a high-energy system spanning a 30-second main spot, TikTok video, Instagram carousels, bus wrap mockups, and a poster series. Motion was baked in from day one to visually express iteration, kinetic energy, and payoff.
Winning is great, but what does it actually take to earn it? The Detroit Red Wings were facing a growing engagement gap with 18–22 year olds who felt disconnected from traditional team-centric sports marketing. The goal was to build a social-first campaign that bridges this gap by shifting the focus away from scoreboard wins and reframing hockey culture around something universally relatable: grit, repetition, and personal hustle.
RESEARCH & DESIGN
Co-leading ideation and copywriting, I helped shape the raw, authentic voice behind #EARNIT, while taking full ownership of the motion design and key graphic assets. To meet Gen Z where they live, we engineered a high-energy system spanning a 30-second main spot, TikTok video, Instagram carousels, bus wrap mockups, and a poster series. Motion was baked in from day one to visually express iteration, kinetic energy, and payoff.
THE CONCEPT & AUDIENCE
"Reframing the Grind." Designed specifically for Gen Z, #EARNIT positions relentless effort as the ultimate flex, whether that’s landing a skate trick, hitting a personal milestone, or just showing up to put in the work. Built for 18–22 year olds, sports fans, and self-driven creatives, the campaign invites a new generation to see their own daily grind reflected in the Red Wings identity.
THE TAKEAWAY
Designing #EARNIT showed me that modern branding is just as much about mindset and behavior as it is about visual assets. By anchoring the identity in personal achievements rather than sports wins, we created an accessible entry point into the franchise, proving that when you build a system around shared values, you transform passive viewers into active participants in the culture.
"Reframing the Grind." Designed specifically for Gen Z, #EARNIT positions relentless effort as the ultimate flex, whether that’s landing a skate trick, hitting a personal milestone, or just showing up to put in the work. Built for 18–22 year olds, sports fans, and self-driven creatives, the campaign invites a new generation to see their own daily grind reflected in the Red Wings identity.
THE TAKEAWAY
Designing #EARNIT showed me that modern branding is just as much about mindset and behavior as it is about visual assets. By anchoring the identity in personal achievements rather than sports wins, we created an accessible entry point into the franchise, proving that when you build a system around shared values, you transform passive viewers into active participants in the culture.
PROCESS