The Stomach Flu project drew inspiration from Michael Jordan's legendary flu game, delivering a groundbreaking marketing pitch for HEIR Inc. in collaboration with Howard University and Amazon Studios. This campaign redefined interactive out-of-home marketing and leveraged ARG-style (alternate reality game) advertisements to captivate audiences and create immersive brand engagement.
Excellence is never an accident. It is always the result of high intention, sincere effort, intelligent direction, skillful execution, and the vision to see obstacles as opportunities. - MJ
As a collaborator on this project, I helped conceptualize and refine a marketing strategy that integrated interactive displays, digital storytelling, and real-world gamification. The campaign's foundation was rooted in the determination and resilience embodied by Jordan's performance, translated into a marketing experience that inspired connection and participation.
Drawing inspiration from ARG mechanics, I designed an activation that turned audiences into active participants, bridging the gap between the physical and digital worlds. The result was a compelling, multi-dimensional campaign that looked to resonate with sneaker culture, sports fans, and brand advocates alike.
Working with HEIR Inc. and the aforementioned visionary partners, I deepened my expertise in designing marketing strategies that blend cultural significance with cutting-edge innovation. Here’s what I learned:
The Stomach Flu project reaffirmed my passion for crafting campaigns that transcend traditional marketing, leaving a lasting impact on audiences. The lessons and strategies I developed here continue to inform my approach to future projects.
