UNIVERSITY OF MINNESOTA

2012-2017

The University of Minnesota shaped my approach to creative leadership. I built the athletics department's content creation operation, led live game presentation for nationally recognized hockey programs, wrote game scripts, integrated sponsorship activations, and partnered with marketing and ticketing to elevate the fan experience. I also developed an Emmy Award-winning behind-the-scenes series that became fully funded through sponsorship and created "Do the Gopher," a tradition that continues to unite thousands of fans on football Saturdays. Those experiences reinforced my belief that the best creative work doesn't just tell a story. It creates moments that people remember.

STORYTELLING

Pride On Ice was created to give fans an authentic look behind the scenes of one of college hockey's premier programs. I developed and produced the series to showcase the personalities, preparation, and culture that existed beyond game day, creating a deeper connection between the team and its fans. The series earned an Emmy Award for Sports Special and, through its popularity and strong fan engagement, attracted full sponsorship funding, transforming it into a sustainable content platform that combined compelling storytelling with measurable business value.

CAPTURING VIRAL MOMENTS

Some of the best stories can't be planned. During a University of Minnesota hockey game, I captured a spontaneous Kiss Cam moment where a brother humorously held up a sign reading "My Sister" while shaking his head no. Recognizing its potential, I pushed to publish the clip immediately. The video grew to more than 84 million views and was featured by The Tonight Show Starring Jimmy Fallon, The Today Show, Good Morning America, the front page of Reddit, the Los Angeles Times, and countless media outlets worldwide. I then led my production team in creating a follow-up feature with the family, which generated an additional 8 million views. More than a viral moment, it became a story that celebrated authentic fan experiences and reminded audiences that unforgettable moments happen inside the arena.

COLLABORATION

Collaboration is one of the most effective ways to maximize audience reach and cultural impact. While leading social media, photography, videography, and event content for Silver Scream Con through On The Jetway, I identified an opportunity to align the event's exclusive content with broader entertainment conversations. By collaborating with People magazine, the convention, actor Matthew Lillard, and Ice Nine Kills, whose music was featured as the lead single for Scream 7, we helped amplify Lillard's comments about the upcoming film to a significantly larger audience. The partnership extended the story well beyond the convention floor, demonstrating how strategic relationships and timely content can create earned media that benefits every brand involved.

In Arena Content

Every moment inside an arena should have a purpose. From cinematic show opens that bring fans to their feet before puck drop to community features that create meaningful connections beyond the game, every piece of content plays a role in shaping the overall experience. Hype videos, player features, sponsor integrations, and in-game entertainment should never exist in isolation. When strategically planned and thoughtfully executed, each element builds emotion, strengthens fan engagement, and transforms a game into an unforgettable event that resonates long after the final whistle.