Our client, Saint Peter’s University, shocked the world by advancing to the Elite Eight of the NCAA Tournament! The Peacocks became the “Cinderella Story” of 2022 as they beat powerhouses Kentucky and Purdue with unique grit and grace that made them social media darlings. Our work during this wild ride included creating live video billboards in Times Square NYC, a NYC/NJ/PA media campaign with TV, radio, digital billboards, and print as well as supporting the University with campus billboard messages, social media posts and player profiles. With every game, we updated our creative as we advanced through the Sweet Sixteen and onto the Elite Eight. We loved our time on the national stage and are so proud of the joy and confidence that we experienced being part of this most exciting time in our professional careers!