L A 2 8
C R E A T I V E D I R E C T O R
S P O R T S & E V E N T S : S O C I A L
COMMUNITY IS GOLD
Our goal was to create a connection with the community that would create (very) long-lasting investment and engagement on Instagram and Twitter. In partnership with our Senior AD, I led the initiative to deliver well-researched content to both educate and inspire followers, ensuring all assets fit within the brand’s strict established thematic and visual parameters. From LA’s cultural identity to local spotlighting local athletes, we elevated the game with unique, scroll-stopping posts.
R&R: CREATIVE DIRECTION | CONCEPTS | COPYWRITING | PRODUCTION | CONTENT CALENDAR | SOCIAL PLAYBOOK | RESEARCH | CM OVERSIGHT
RESULTS: 49 MILLION+ IMPRESSIONS | 18.8 MILLION+ VIDEO VIEWS
CITY OF CULTURE
POST COPY: As LA watches surfing’s Olympic debut on screens across the city today, tomorrow’s dreams play out on our beaches and in our communities. Whether we move on a field, track, or across the ocean itself, how and where we play informs the shape those dreams take—the waves belong to everyone.
POST COPY: For the first time ever, surfing is an Olympics sport—and we know our city rises with the rhythm of waves. These are LA sports and they are our stories; they remind us all that behind every Tokyo 2020 Olympian is an entire community.
POST COPY: Within every athlete is a story, and within every city, from Tokyo to LA, there are millions more. Olympic surfers defy our expectations of what’s possible—and so does our city.
POST COPY: SoCal athletes competing on a Tokyo stage, Japanese artist GucciMaze channeling LA’s surf vibes—these are the just two ways our cities intersect: “There is a massive power of expression in the differences.”
POST COPY: More than the mind-blowing tricks, it’s the joy for us. At just 13 years old, Japanese skater Momiji Nishiya won the first gold ever in women’s street skateboarding at Tokyo 2020—a win that announced to the world that the LA sport is truly global.
CITY OF ATHLETES
POST COPY: Sarah Robles took self-doubt and turned it into confidence. As the strongest woman in America, Sarah is a two-time Olympic athlete and bronze medal winner in weightlifting. She opened up the conversation for women who feel like they don’t fit the mold: “I still have bad thoughts about myself, but I’ve learned that you have to love yourself the way you are. If you love yourself now, you can do amazing things.”
CITY OF LOVE
POST COPY: We did it. YOU did it. Every event, every medal, and every single drop of sweat brought our athletes closer together and reminded us of what the Olympics are all about. You hear those cheers ‘round the world? YOU did it.
POST COPY: Winning is about more than winning medals; it’s about showing up with joy and fighting for what you believe in—two things former UCLA artistic gymnast and Japanese-American Katelyn Ohashi is all about. After her college floor routine went viral in 2019, @katelyn_ohashi has tirelessly advocated for social justice causes, recently speaking out against AAPI-directed violence and showing the world she’s a powerful force for good both on and off the gymnastics mat.
ATHLETES’ COMMISSION
POST COPY: LA28 will be for the athletes, by the athletes—and these legendary Olympics and Paralympic Games competitors will be shaping the Games from the very start. Starting today, the members of the LA28 Athletes’ Commission will have a literal seat at the table in creating the long-lasting legacy of our Games. These 18 members will help us ensure #LA28 is an athlete-first and community-driven Games like never before.
CASHMERE AGENCY
Associate Creative Director: Meredith Ridings
Creative Director: Chris Salamat
Group Creative Director: Juliette Geraghty
Senior Art Director: Priscilla Karamzadeh
Motion Graphics: Garret Hernandez
Editor: George Streicher
Account Manager: Simran Verma
C R E A T I V E T E A M