the brief
Team ColorWonder was a partnership between Madison Reed and UConn women’s basketball, featuring athletes including Paige Bueckers and Azzi Fudd. The partnership celebrated confidence and self-expression through color, highlighting women who express their confidence on and off the court.
challenges
Timing was a major constraint. As student-athletes first, the talent had limited availability, requiring us to capture a wide range of content efficiently while respecting their schedules. Creatively, the challenge was connecting hair color to collegiate athletes in a way that felt bold, confident, and unapologetic, without tipping into performative or inauthentic territory.
my role
Lead Designer • Video Production
Collaborators: VP Creative + Art Director
Team colorwonder
creative direction
Creatively, the partnership was less about traditional sports marketing and more about combining that world with the Madison Reed brand. The overlap was confidence.
By grounding the work in authenticity and letting each athlete’s natural confidence lead, we created a campaign that felt bold and expressive without becoming performative.
setting the tone
The partnership launched with an inspirational video designed to establish the confidence-driven tone of Team ColorWonder. The piece introduced the campaign’s point of view, setting the foundation for a series of athlete-led videos that were shared across social platforms.
cross promotion
Social media was central to building buzz around the partnership. Leveraging Paige and Azzi's influence and loyal following on TikTok and Instagram, we created a stream of collaborative content shared across both athlete and brand channels. This cross-promotion allowed the campaign to travel further, faster, and more naturally than traditional paid media, introducing ColorWonder to a younger audience while spotlighting the athletes as confident, expressive, and multidimensional — expanding the cultural footprint of both the product and the partnership.
team colorwonder
on the road
We brought the partnership off the screen and into the real world through a custom-branded Airstream pop-up. Traveling across the country, the Airstream offered guests an immersive ColorWonder experience, complete with on-site hair services and live activations.
Athlete appearances at select stops added a human layer to the tour, creating moments of connection that blended beauty, sport, and community into a single experience.
