Objective: Develop compelling, authentic content to brand affinity for the Whitewater Center.

The Whitewater Center needed users to understand that the brand represents an authentic lifestyle much larger than one facility in Charlotte, NC. I teamed up with filmmakers Andrew Kornylak and Carlo Nasisse to tell the story of Joey Henson, an under-the-radar, local climbing legend who creates hand-drawn maps of boulder fields to fund conservation. Deliverables included a short film, teasers for social media, and still photography. The launch of the film was coordinated with athletes and filmmakers involved with the project, as well as media outlets like Outside Magazine, Adventure Journal, Our State Magazine, and more.

My Roles: Content Strategy, Executive Producer, Creative Director, Public Relations