USF Athletics – Olympic Sports Campaign created a marketing campaign for USF Athletics aimed at turning Olympic sports into must-see events for students. The challenge was clear: how do you capture attention in a crowded college sports environment? My approach was to put student-athletes at the center of the story—showcasing their grit, diversity, and the balance they strike between academics and athletics. By weaving together emotional storytelling, bold visuals, and authentic messaging, the campaign built a sense of pride and belonging that resonated with the student body. I directed the creative vision through a comprehensive mood board and campaign assets, aligning with USF’s brand identity while pushing for a fresh, engaging look. The final campaign delivered a clear strategy for increasing awareness, driving engagement, and growing attendance at Olympic sports events. This project sharpened my ability to combine strategic planning with creative execution and showed me the impact of marketing that connects people not just to a sport, but to a community.