Select Page

Mayfield Athletics — Brand & Growth Campaign

Role: Creative & Marketing Lead
Scope: Brand strategy, campaign direction, video storytelling, digital growth

Overview

Mayfield Athletics develops proprietary football safety products designed to reduce the risk of injury at every level of the game.

I was brought in to lead a brand and growth strategy that would educate audiences, build trust, and increase adoption across both consumer and institutional markets.

The Challenge

Football safety is an emotionally charged topic. While Mayfield’s products were innovative, awareness was low — and many consumers didn’t even realize football equipment could be modified to reduce injury risk.

The challenge was to:

  • Educate without alarming

  • Build credibility without fear-based marketing

  • Reach parents, players, and organizations with distinct messaging

Strategic Approach

The strategy centered on storytelling and education, not traditional product marketing.

Core Focus Areas

  • Translate technical safety innovation into clear, human messaging

  • Use emotionally resonant narratives to drive understanding and trust

  • Align B2C and B2B messaging under a single brand story

Video became the primary vehicle — allowing the brand to speak directly to real concerns around concussion risk and player safety.

Creative Execution

  • Led creative direction and narrative development for all video campaigns

  • Directed and produced emotionally driven content featuring parents, players, and coaches

  • Developed supporting digital content to extend reach across social and professional platforms

  • Most importantly, the work helped reposition Mayfield Athletics as a credible voice in football safety, supporting conversations with schools, organizations, and professional partners.

%

Instagram Increase

%

Facebook Increase

%

LinkedIn Increase

work highlights

Detroit Grooming Company — Visual Campaign Design

Designed a series of restrained visual executions that reinforced brand confidence and tone while allowing the message to remain the focal point.

Firebolt Group — Brand & Marketing Transformation

Led a full-scale brand and marketing refresh to better reflect Firebolt’s innovation, aligning digital presence, messaging, and experiential touchpoints to support business growth.

Kia Stinger — Premium Brand Campaign

Led creative direction for a cinematic salon campaign designed to elevate the Kia Stinger’s perception and position it confidently within the luxury performance category.

The Post — Brand Tone of Voice Framework

Created a scalable tone of voice system to unify brand communication across audiences, providing clarity, consistency, and a strong verbal identity as the organization grew.

Camp Jeep — Experiential Brand Storytelling

Directed a multi-location video campaign capturing the energy of Jeep’s flagship auto show experience, translating a physical activation into compelling digital storytelling.

Mayfield Athletics — Growth Campaign for a Safety-First Brand

Developed an emotionally driven brand and video strategy to educate audiences on football safety, driving significant growth across social platforms and strengthening credibility with institutions.