Recognition
2025 New York Festivals — Gold
2025 Clio Awards — Bronze ×3, Shortlist ×2
2025 ANDY Awards — Finalist
Stream Rucker Park
2025
Campaign / Brand / Visual Direction
Stream Rucker Park is a 24/7 livestream that brings visibility to amateur street basketball at Harlem’s iconic Rucker Park.
By installing permanent streaming infrastructure and amplifying standout moments across social, influencers, and packaging, Michelob Ultra elevated everyday players onto a global stage.
The campaign celebrated grassroots talent and redefined how amateur sports are seen and shared.
Rucker Park is a historic site of street basketball culture, yet its most electric moments remain unseen beyond the court.
The issue wasn’t talent or authenticity—it was the lack of a system that could capture, amplify, and share the culture in real time.
We transformed Rucker Park into a 24/7 digital stage by installing permanent livestreaming infrastructure.
Daily streetball games were broadcast globally, with standout moments edited into social content and amplified through celebrity commentary.
Top-performing players were further elevated through outdoor placements, packaging, and limited-edition sneaker collaborations—extending their presence beyond the court.
스트림 루커파크가 등장한 예전의 몇 영화를 찾아 이 곳의 문화를 습득함
이 캠페인을 돋보여 성사시키기 위해 루커파크와 어울리는 캠페인 비디오 배경음악을 찾음 (Rucker Park의 상징성을 강조하기 위해 80’s 스트리트 힙합 bgm)
전체적인 디자인 방향은 빈티지하며 힘이 느껴지는 분위기로 아트디렉
실제 스트리밍 같은 결과물을 시각적으로 보여주기 위해 과거 농구경기 영상을 편집하여 시각적인 결과물로 이 캠페인을 비쥬얼화 시킴
미켈롭에서 하는 캠페인인 만큼 미켈롭 또한 관중들에게 알리기 위해 맥주나 응원 티셔츠 같은 굿즈를 만듬 (디자인 후 목업)
Stream Rucker Park expanded a local street court into a globally accessible cultural platform.
Amateur players gained visibility previously reserved for professionals, while street basketball became a continuously shared, watchable experience.
The project redefined how grassroots sports can be documented, distributed, and celebrated.
