El Gaffney

Work

Here’s some of the stuff I’m most proud of working on in my career as a brand strategist.

Wieden+Kennedy

ESPN – This account was a beast. An awesome beast. I worked on everything from their sports properties, shows and events such as SportsCenter, Monday Night Football, College Football, Sunday NFL Countdown, MLB (Sunday Night Baseball and Baseball Tonight), NBA, NASCAR and the 2010 FIFA World Cup to their media – ESPN.com, ESPN Radio, ESPN local sites, ESPN mobile products and ESPN’s Facebook page – to assets and networks like Wide World of Sports, ESPN3D, ESPNU and ESPN RISE. We did a ton of TV (given they can reach the majority of sports fans on their network for free), but also created more innovative and ambitious communications ideas. A few highlights include:

Monday Night Football – MNF is the light at the end of Monday’s tunnel – award-winning interactive storescapes and traditional commercials.

NASCAR – Where fans feel everything – footage from documentary-style commercials used to make a 30-minute documentary that aired on ESPN2.

World Cup – One Game Changes Everything – anthem TV spots and murals for every team bringing to life the story of that nation (working with Cape Town-based AM I Collective).

ESPN.com – Follow Your Sports – image campaign, Fantasy Sports-specific campaign (The Reality of Fantasy) along with a trivia print ad whose answer key is embedded below.

This Is SportsCenter – In addition to great spots, we helped spread the news that SportsCenter was going live on weekday mornings with 268 live commercials and leveraged athlete visits to create more fun events and content.

Nike Canada – I helped create their strategy for the 2010 Winter Olympics in Vancouver. The insight was that having never won a gold on their home soil, Nike’s Canadian athletes/teams would leave nothing to chance. From there, “Force Fate” was born.

Nike Canada – Force Fate from Mathieu Zarbatany on Vimeo.

Deutsch – In my short time there I helped launch Westin’s This Is How It Should Feel campaign and “Capture It All” for Olympus.

Fallon – TIOTB, Travelers and Purina

DiMassimo – Duvel and Joseph Abboud