During St. Peter’s University’s unprecedented 2022 March Madness Cinderella run, I partnered with Peacock TV to amplify the story. In just three weeks, I designed branded merch, OOH signage, bus wraps, and IRL Instagram backdrops—all with the goal of driving earned media.

The campaign generated 20K+ engagements, over 166 million impressions, and even free airtime on rival network CBS. With Twitter and Instagram leading the charge, it gained coverage from ESPN, Business Insider, USA Today, and AdWeek.