Summer playoffs + showcase campaign

Training sessions were photographed and recorded to drive social engagement among players, families, and the broader club community. The resulting posts and reels generated strong resharing across CDA and The Girls Academy, inspiring players to engage with the content, share their own experience, and build excitement ahead of the activation phase.

To build additional energy around the campaign, we introduced a friendly competition between CDA and its brother club, Sporting Charlotte FC. The girls versus boys dynamic created a natural sense of rivalry, encouraged the players to bring more intensity, and extended the reach of the campaign through shared engagement and club-wide bragging rights.

Leading up to the event, we created a series of Hollywood-inspired countdown posters that helped turn the activation into something players could anticipate and share. The creative leaned into a retro movie-poster style, giving the event a clear visual identity while building excitement across the club in the days before launch.

Custom travel day and matchday graphics were created to give each stage of the event a more professional, elevated presentation. The creative used a boarding pass-inspired visual system that reinforced the significance of the cross-country trip while staying connected to the broader Hollywood theme. Each graphic included key gameday information and an accurate daily forecast, making the content both visually engaging and useful for players, families, and the club audience.

I covered all three CDA teams across the full event, capturing in-game photography from each match and building a daily catalog of content for the club’s social channels. More than 4,000 photos were taken throughout the event, giving players a steady stream of high-quality content to engage with, share, and use to tell their own stories. Where appropriate, players from opposing clubs were also tagged to broaden access and visibility beyond CDA. The full photo catalog will be shared with The Girls Academy for broader distribution.