Tennessee Dairy Association - Dunks on You
Engaging fans with Motion, Editorial, and Sound Design for a high-energy, Twitter-driven March Madness campaign.
Credits
Studio Golden Goose
Creative The Partnership
Director Ryan Golden
Post-Supervisor/Editor Wes Kennison
Designers Jonathan Palmisano, Phijodo
Animators Ryan Golden, Toby Garrow, Dimitri Bouskos
Sound Design Wes Kennison
Overview
Golden Goose and I go way back to the start of our video careers, and he holds the distinction of being the only person I’ve ever met who has a weirder and more extensive Blue Collar resume than I do…
When he called me up to support on a Twitter campaign with The Dairy Alliance, I was all in. The campaign targeted Tennessee college basketball fans during March Madness, with a virtual milk dunk contest driven by fan tweets. Working with NIL athletes Zakai Zeigler and Kendric Davis, the goal was to use Twitter to promote milk’s nutritional benefits while keeping fans engaged.
I came on as Post-Supervisor, Editor, and Sound Designer. For the look, we worked with the Partnership creative team to visualize what we were calling a “corporate trippy” art direction, bringing in a playful, ’70s-inspired vibe with bold, animated caricatures of Zeigler and Davis.
The whole campaign was interactive, encouraging fans to tweet with #DunksOnYou and follow along on a microsite for dunk stats and nutrition info.The project threw us a curveball right before launch when Zeigler tore his ACL. We adjusted fast, shifting the tone to support him while keeping the campaign energy going.
The campaign hit 8.9 million paid impressions and 1.2 million organic, with a 99% positive sentiment—solid results all around. Big thanks to Golden Goose for bringing me on board to make it happen.
Project Photos
