PROMOTIONAL CAMPAIGN FOR PATRIOTS PLAYER JULIAN EDELMAN’S MERCH LINE JE11: #WHENITHAPPENED
The 2017 Super Bowl, a game that won Tom Brady his fifth Super Bowl ring, became one of the most iconic in recent Patriots history when wide receiver Julian Edelman’s last-minute catch helped secure the team another shocking win. I created the #WhenItHappened campaign to celebrate Edelman’s athletic prowess and promote his merchandise brand. Our team sought out real stories from local Boston fans and encouraged JE11 followers to share their own anecdotes for a chance to win a signed JE11 snapback.