Organic Social Campaigns
Brand organic social campaigns conceptualized, shot, and edited by Peter Donahoe. View gallery and book your video shoot below.
High School Football Short Film
Where there's football, there's Wilson. I went out to Lake Forest High School on a Friday night in Illinois to create a piece for Wilson that not only proved that message, but also invoked the nostalgia of attending one's own small town high school football game. I conceptualized, shot and edited this film for the Wilson Brand Instagram channel in one week following the shoot.
Client
Wilson Sporting Goods
Year
11/2024
Platforms
Instagram (Organic)
Goal/Purpose
Brand Awareness - connect consumer’s nostalgic emotions with the Wilson brand
Performance
30K organic views
2K engagments (800+ Shares)
Wilson Chicago Flagship Store Grand Opening
For the opening of the new Wilson Flagship Store in Chicago, I was tasked with creating two video assets to first tease the store opening and later introduce the new look and feel of the store. The first video below is a teaser, diving further and further into the classic cityscape of Chicago until arriving at the new Wilson store. The second video tranquilly exhibits the preparation of the store in its last few hours before opening to the public, focusing on the ambient sounds of the empty store. I led the creative, shot, and edited these assets, which were posted on the Wilson Instagram less than 24 hours following each shoot.
Client
Wilson Sporting Goods
Year
04/2024
Platforms
Instagram (Organic)
Goal/Purpose
Brand Awareness - showcase a brand moment, scope of the brand in new space ; Generate excitement, increase foot traffic and initial sales in store
Performance
60K organic views
3K engagements
Caitlin Clark x Wilson Billboard
To announce a new partnership with superstar Caitlin Clark, Wilson posted several billboards around the country. I photographed the Chicago billboard with this long exposure technique to show the movement of the city around the advertisements. These were posted by Wilson and the WNBA on Instagram to announce the partnership on social.
Client
Wilson Sporting Goods
Year
06/2024
Platforms
Instagram (Organic)
Goal/Purpose
Announce new partnership, maximize engagement
Performance
172K Impressions
20K Engagements
Wilson Branded Space at NBA All Star Weekend
Client
Wilson Sporting Goods
Year
02/2024
Platforms
Instagram (Organic)
Goal/Purpose
Brand Awareness - show off our branded space and innovative products
Performance
67K organic views
644.6K total views
7.6K Engagements
For NBA All Star Weekend, I was tasked with creating a video asset and supporting photographs to show off the branded space, which featured the newly released Airless Basketball and NewEra x Wilson Collaboration, on the Wilson brand Instagram channel. I led the creative, shot, and edited these assets, which were posted less than 24 hours following the shoot.
Caitlin Clark x Wilson Retail Store Window
To follow up on the previous post of the Wilson billboards announcing the new partnership with Caitlin Clark, I photographed the Wilson Chicago retail store window, which had been stenciled with Caitlin Clark’s image, with the same long exposure technique. These were posted by Wilson on Instagram to further knowledge of the partnership on social.
Client
Wilson Sporting Goods
Year
06/2024
Platforms
Instagram (Organic)
Goal/Purpose
Announce new partnership, maximize engagement
Performance
51.5K Impressions
4K Engagements
Texas Tech x Wilson Connected
In order to further educate the Wilson Football social audience about Wilson QBX Connected Football Technology, I worked with Texas Tech Quarterback, Behren Morton, who uses the technology weekly to improve his mechanics.
In the first piece, Behren walks the audience through how he and his team use the technology and how it helps him improve. I further utilized two other team members in this video to walk him and the audience through his performance metrics so that the viewers understand exactly what the system measures and how it can be groundbreaking.
I created the second piece to introduce Behren to the Wilson Football social audience to ensure they knew him and had a personal connection to him before consuming the piece about how he uses Wilson QBX Connected Technology.
These will be posted on @wilsonfootball on Instagram and TikTok.
Client
Wilson Sporting Goods
Year
11/2024
Platforms
Instagram (Organic), TikTok (Organic), Internal Sell In Kits
Goal/Purpose
Brand Eduaction - educate the viewer on how Wilson is innovating the sport
Performance
Ongoing
AVP Chicago Beach Volleyball 2024
For the AVP Gold Chicago Tournament, I was tasked with creating a video asset to recap the win of Wilson Ad Staff member, Brandie Wilkerson, for Instagram. The piece was meant to cinematically tell the story of her win in the championship match, setting the scene with visuals and sound design, while remaining very brief. I led the creative, shot, and edited this video, which was posted on the @wilson Instagram the day after it was requested.
Client
Wilson Sporting Goods
Year
09/2024
Platforms
Instagram (Organic)
Goal/Purpose
Brand Awareness - remind consumers that Wilson is the official beach volleyball of the AVP
Performance
N/A
WNBA All Star Weekend: Wilson x Caitlin Clark & Kahleah Copper
To demonstrate Wilson’s footprint at WNBA All Star and continue the brand’s “Bet on Women” and “Made to Rise” campaigns, I created two photo carousels for the Wilson Basketball Instagram. The first carousel below is a collection of beauty images to show off the branded space at WNBA Live before it opened to the public. The second carousel highlights the appearances of Wilson Ad Staff members, Caitlin Clark and Kahleah Copper in the space, including an autograph session/with Kahleah, as well as a Q&A with Caitlin with ESPN analyst, Holly Rowe.
Client
Wilson Sporting Goods
Year
06/2024
Platforms
Instagram (Organic)
Goal/Purpose
Showcase brand presence at WNBA All Star Weekend
Performance
8.3K Engagements
Chris Brickley Invitational 2024
Client
Wilson Sporting Goods
Year
05/2024
Platforms
Instagram (Organic)
Goal/Purpose
Brand Awareness
Performance
11K organic views
For the second annual Chris Brickley Invitational, I was tasked with creating a video asset to recap the event, an invitational basketball tournament hosted by NBA Skills Coach, Chris Brickley. The video was meant to recap the top plays, while also highlighting Wilson and Brickley’s involvement in the event. I led the creative, shot, and edited these assets, which were posted on the Wilson Basketball Instagram a week following the shoot.
Wilson Football Factory Grand Opening
For the grand opening of a new, state of the art, football factory in Ada, Ohio, I was tasked with creating four videos. The first video is a drone tour to show off the empty space, capturing the modernity and scale of the new facility. The second is a recap video of the grand opening festivities, including the opening ceremony, interviews and tours with talent, and youth football clinic to wrap up the day. These two videos were posted on the Wilson Football TikTok the day of and the day after the grand opening event.
The third video is intended to show viewers the flow of the factory while following an athlete they know and love. Following Cleveland Browns RB, Jerome Ford, the viewer is able to see each step of how a football is made. The final video is a feature on Professional Flag Football player and pioneer for women’s flag football, Diana Flores, as she talks about her excitement for the growth of the sport while present at the grand opening of the new factory. These final two videos were posted on the Wilson Football TikTok later in the summer. I led the creative, shot, and edited these assets.
Client
Wilson Sporting Goods
Year
06/2024
Platforms
Instagram (Organic), TikTok (organic)
Goal/Purpose
Brand Awareness - showcase a brand moment, scope of the brand in new space ; Generate excitement
The Official Basketball of the Big Ten Tournament
For the 2024 Big Ten Tournament, I was tasked with creating two video assets to raise awareness that Wilson is the official basketball of the Big Ten. The first video tracks the basketball as it is passed, dribbled, shot, blocked, and dunked by each team in the tournament, holding attention on the ball itself to help subconsciously remind consumers that Wilson is the official ball. The second video is a recap of the tournament of the whole, with more subtle shots of the ball and Wilson branding to subtly help build awareness of the brand while allowing the viewer to experience the exciting atmosphere from inside the arena. I led the creative, shot, and edited these assets, which were posted on the Wilson Basketball and Big Ten Conference Instagram and the Wilson Basketball TikTok less than 24 hours following the shoot.
Client
Wilson Sporting Goods & Big Ten Conference
Year
03/2024
Platforms
Instagram (Organic) & TikTok (Organic)
Goal/Purpose
Brand Awareness - subtly remind consumers that Wilson is the official basketball of the Big Ten
Performance
30K organic views
Chicago Sky Media Day 2023
For the start of the WNBA season, I attended Chicago Sky Media Day to film a few social segments with the Sky players and build hype for the new season on social while reminding the audience that Wilson is the official basketball of the WNBA. These were meant to be lighthearted and fun social pieces to maximize views. I filmed and edited these videos which were posted as collaboration posts on Instagram between Wilson Basketball, the WNBA, and the Chicago Sky the same week as the shoot.
Client
Wilson Sporting Goods, Chicago Sky, WNBA
Year
05/2024
Platforms
Instagram (Organic)
Goal/Purpose
Brand Awareness, maximize views and remind consumers that Wilson is the official basketball of the WNBA
Performance
205.5K Organic Views
8K Engagements
Wilson Branded Spaces at Final Four
For the 2024 Final Four, I created 4 total social posts for the Wilson and Wilson Basketball Instagram accounts. The first video, posted the day before the start of Final Four, was intended to display how Wilson was showing up equally at both the Women's Final Four in Cleveland, OH, and the Men's Final Four in Phoenix, AZ, splitting the screen to show off the spaces before they opened and void of the incoming fans in a beauty video. The second video, posted the day following the Men’s Championship, displayed the sights and sounds of the fans interacting with each space in both Phoenix and Cleveland throughout the weekend. Two photo carousels were also created for IG: one to showcase the innovative airless basketball alongside the limited edition official basketball of the Final Four, which were on display in both spaces; and one that utilized the appearance of olympian and former BYU star, Jimmer Fredette, to amplify the experience at the Wilson space in Phoenix. I led the creative, shot, and edited these assets, which were posted on the Wilson and Wilson Basketball Instagram accounts less than 24 hours following each shoot.
Client
Wilson Sporting Goods
Year
04/2024
Platforms
Instagram (Organic)
Goal/Purpose
Brand Awareness - remind consumers that Wilson is the official basketball of March Madness
Performance
72.8K organic views
2.7K engagements
Wilson Branded Space at Super Bowl LVIII
For Super Bowl LVIII, I was tasked with creating two carousels of photographs to show off the branded space, which featured the Wilson Build a Ball Experience, a ball wall of every Super Bowl Football in history, and limited edition Super Bowl LVIII product, on the Wilson brand Instagram channel. The first carousel featured photos of the space itself, while the second followed star Raiders Running Back, Josh Jacobs, as he went through the Build a Ball Experience. I led the creative, shot, and edited these assets, which were posted less than 24 hours following each shoot.
I further shot and edited a video for then New York Giants Quarterback, Tyrod Taylor, to post on his Instagram. As Tyrod was a surprise guest, I conceptualized this video on the spot and turned around for his team to post and help generate some brand awareness for Wilson on his platform.
Client(s)
Wilson Sporting Goods, Tyrod Taylor, Josh Jacobs
Year
02/2024
Platforms
Instagram (Organic)
Goal/Purpose
Brand Awareness - show off our branded space and innovative products
Performance
171.8K views
14.8K engagements
Dan Marino Fantasy Camp
I mic’d up NFL legend, Dan Marino, at his fantasy camp to film two social pieces (one teaser and one full piece) to live on Wilson Football’s and Dan Marino’s instagram pages, as well as the Wilson Football TikTok.
I wanted to make a humorous piece that poked fun at Dan’s age, while also calling attention to the fact that Wilson is the official football of the NFL and has been for the entire history of the league (even back to the 80s when Dan Marino played).
These videos were a smashing success, garnering 239K impressions, 14.3K likes, and a whopping 1.2K shares in less than a week. The full piece reached 764% more accounts than the average of the recent @wilsonfootball reels on IG.
Client
Dan Marino & Wilson Sporting Goods
Year
12/2023
Platforms
Instagram (Organic)
TikTok (Organic)
Purpose/Goal
Brand Awareness (maximize impressions)
Performance
313.4K organic views
20K engagements
42K replays on IG
Summer Solstice: The Longest Day Of Play
For the Summer Solstice, I concepted and produced a campaign around influencer and multi-sport athlete, Gabriela Gonzalez, as she attempted to play as many sports as possible with Wilson equipment and sportswear on the longest day of the year. I creative directed and was the lone videographer and photographer on this full day shoot. This reel was posted on the @wilson instagram the very next evening, with photo selects posted on stories throughout the day to help build anticipation for the full piece.
Client
Wilson Sporting Goods
Year
06/2023
Platforms
Instagram (Organic)
Goal/Purpose
Brand Awareness - demonstrate the scope of the brand to potential and former customers
Performance
25.3K organic views
Trent Dilfer/UAB Football x Wilson Connected
In order to educate the Wilson brand social audience about Wilson QBX Connected Football Technology, I interviewed UAB Head Football Coach, Trent Dilfer, about how he uses the technology to recruit and develop quarterbacks. I also attended and shot video at a camp that Coach Dilfer and UAB hosted with 50 high school prospects, where they used this technology to aid them in the recruiting process and differentiate between prospects.
I proposed this concept, creative directed, interviewed, shot, and edited this piece in order to teach the Wilson brand social audience the “why” behind this new technology. Being a head college football coach that actually uses the technology, and having been a former NFL quarterback and a sports media personality, Trent Dilfer presented the perfect opportunity to explain the technology with concrete examples of its real life application. While this technology is not for sale to Wilson’s individual social followers (only sold directly to football programs), the purpose of this piece was to leverage the prestige of Coach Dilfer and the Division I UAB Football program to help establish in the mind of the consumer that Wilson is a market leader when it comes to game changing innovation.
This piece was posted as a collab by @wilson and @wilsonfootball on Instagram.
Client
Wilson Sporting Goods
Year
06/2023
Platforms
Instagram (Organic)
Purpose/Goal
Educate current audience
Performance
10.8K organic views
Tommy Devito x Wilson Turkey Bowl
To promote a new store opening in northern New Jersey, Wilson hosted a Turkey Bowl with a number of influencers in the New York/New Jersey market, including an appearance from then starting NY Giants Quarterback, Tommy Devito, who was the hottest name in the area at the time, coming off two wins in a row in the starting role.
To capitalize off this heat on Wilson’s social, I filmed and edited a segment of an ongoing series, “4 Downs with Wilson Football” to post on the @wilsonfootball Instagram and TikTok, while also shooting a number of selects for the @wilson Instagram with Devito in Wilson sportswear and holding the Wilson NFL Football. These were posted immediately following the Giants third win in a row with Devito at the helm.
Client
Wilson Sporting Goods
Year
11/2023
Channels
Instagram (Organic)
TikTok (Organic)
Purpose/Goal
Generate brand heat (maximize impressions)
Performance
118.75K organic views
5.5K engagements
Superfan Series
I served as the photographer for Wilson’s Superfan Series’ episode in Cincinatti, which told the story of Bengals Superfan, the Bengals Captain. Selects were posted on the @wilson and @wilsonfootball Instagrams to help drive traffic to the long form episode on YouTube.
Client
Wilson Sporting Goods
Year
10/2023
Platforms
Instagram (Paid + Organic)
YouTube (Organic)
Performance
573K Paid + Organic Impressions
NFL Training Camp
During NFL Training Camp 2023, I traveled with Wilson to both an Indianapolis Colts practice and a Minnesota Vikings & Tennessee Titans joint practice in order to reinforce in the minds of the Wilson Football audience that Wilson is an official partner of the NFL.
I created three main pieces at these events: a recap video for each practice, and a piece that I concepted where we gifted Vikings Wide Receiver, KJ Osborn, a Vikings Metallic Duke Football. The Metallic Duke was a new product that Wilson wanted to introduce to our audience, so I came up with the idea to film a raw looking (iphone footage only) video for TikTok. The video would follow the football traveling with me to Minnesota and into the hands of KJ, where he would then react to the ball, sign it, and gift it to a young fan to make their day.
While filming all of this, I also took photos (selects below). These were all posted (videos & photos) on the @wilsonfootball instagram and/or the @wilsonfootball TikTok on the same day as each practice.
Client
Wilson Sporting Goods
Year
08/2023
Platforms
Instagram (Organic)
TikTok (Organic)
Purpose/Goal
Brand moment - reinforce consumer’s understanding that Wilson is an NFL partner
Conversion - introduce new product
Performance
22K Impressions
Father’s Day Story Animation
In order to address a key holiday to the Wilson brand, we asked Wilson athletes to give their best fatherly advice for our brand social audience. I turned these quotes into the following animation for the @wilson instagram story.
Client
Wilson Sporting Goods
Year
06/2023
Platforms
Instagram Stories (Organic)
Performance
NA
Chris Brickley Invitational 2023
In partnership with Wilson, Chris Brickley hosted an invitational in the Chicago Sky Gym with the top 20 high school players in the nation. This was a great opportunity for Wilson to show their basketball equipment being used at the highest level from youth to pro with both an NBA trainer and top high school talent using a Wilson basketball to compete. I covered this event for Wilson as a videographer, and I created a few TikToks for use as evergreen content to maximize impressions and help reinforce that Youth to Pro message in the mind of the consumer.
Client
Wilson Sporting Goods
Year
07/2023
Platforms
TikTok (Organic)
Performance
6.5K Impressions
Jamal Murray NBA Finals Graphics
When Jamal Murray, a member of the Wilson Advisory Staff, made and won the NBA Finals, I was tasked with making the social graphics (including both design and copywriting) to highlight Murray’s victory and communicate to the Wilson’s audience that the brand is affiliated with a champion. Given only one day to complete them each time, these were the final designs for @wilson on Instagram.
Client
Wilson Sporting Goods
Year
06/2023
Platforms
Instagram (Organic)
Women’s Final Four Interview Series
At the Women’s Final Four in Dallas, Wilson hosted a panel with women in basketball ranging from college athletes to WNBA professionals to coaches and business executives.
I put together a number of organic social interview pieces with all the panelists, some of which were intended to recap the event and others were for evergreen content for the @wilsonbasketball channel moving forward.
Client
Wilson Sporting Goods
Year
04/2023
Platforms
Instagram (Organic)
TikTok (Organic)
Performance
77.4K Impressions
