Scoring Big with IBM Watson and ESPN Fantasy Football

Leveraging Celebrity Endorsement to Boost Relevance and Showcase Innovative Technology

As both a creative director and fantasy football obsessive, I saw an opening to reframe IBM’s ESPN partnership — turning a tech story into a cultural play. I pitched a celebrity-led campaign featuring NFL legend Larry Fitzgerald to spotlight how IBM Watson’s “boom or bust” and trade tools outmatch pure luck.
 

I wrote the input and creative briefs, defining tone, routes, and strategy. The tagline I championed — “You don’t need luck. You need IBM Watson.” — became the campaign’s hook. After selecting Terry Timely to direct, I led script refinement and creative direction through multiple feedback rounds, balancing humor with credibility.
 

This was a deliberate shift from IBM’s usual tone — quirky, talent-forward, and highly accessible. I navigated internal buy-in and drove the work from concept to final cut, despite tight budgets and high creative stakes.
 

The result: a breakout campaign that boosted brand relevance, differentiated IBM in a saturated ad space, and proved that even legacy tech brands can speak the language of modern sports culture.