This Integrated Marketing Communication assignment required selecting a company, identifying a new target audience for the brand, and designing a campaign around it.

I chose the LA Clippers and their new home, the Intuit Dome, to target women aged 18–34, a group traditionally underrepresented in sports marketing. The “Elevate LA” campaign is a six-month initiative designed to connect with this demographic through innovative activations that blend wellness, fashion, and technology. The overarching goal is to empower women while positioning the Clippers as a cultural icon in LA.

The campaign features four distinct phases. In the Health & Wellness phase, fitness classes and brand partnerships encourage healthy lifestyles. The Fashion & Style phase highlights Clippers-themed fashion with influencer collaborations and a runway show. During the Trend & Tech phase, innovative CGI experiences spotlight LA landmarks while engaging fans through the Clippers app. Finally, the Wrap-Up phase would consolidate the campaign with highlights and most engaging events.

Looking ahead, the Clippers can expand their marketing efforts by evolving with their audience. As women in the current target demographic transition into family life, future campaigns could introduce family-focused events to build a multigenerational fanbase.

Please take a look at some of the creative assets and mock-ups!