Chicago Cubs

Role

Strategist + Creative Technologist

Highlights

Streamlined creative workflow with AI systems

Tools

OmniAI. Kling. Google AI Labs. ImageFX. CapCut. After Effects. Premiere Pro. Mintel. MRI-Simmons. Canvas8.

Duration

1.5 months

[data-wf-bgvideo-fallback-img] { display: none; } @media (prefers-reduced-motion: reduce) { [data-wf-bgvideo-fallback-img] { position: absolute; z-index: -100; display: inline-block; height: 100%; width: 100%; object-fit: cover; } }

Cubs U

wyd 👀

1st Base

THE ASK

Get college students excited about signing up for Cubs U and attending Cubs games.

u up?

The Audience

GEN Z HAS
A LOT GOING ON.

Report feeling lonely at least once or twice a day, vs. 24% of Boomers.

Loneliness

Say it's their goal to interact with people more in the real world.

Desire for Connection

Interested in taking online communities into in-person events.

IRL Curiosity

hey stranger

COMMITMENT
ISSUES

50% of 18-34 year olds have been in a situationship. No labels, no expectations, no commitment.

Our Persona

SELECTIVE
OUTFIELDER

Stays on the edge, watches before jumping in. Craves real connection but holds back. Like a baseball outfielder keeping the whole field in view before committing.

Cautious Observes first Craves connection Fear of rejection Values authenticity

come thru

The Cubs

A FORCE OF
STABILITY

Wrigley Field has anchored Chicago for over 100 years. With 80+ home games a season, no pressure, no FOMO.

2nd Base

THE PROBLEM

GEN Z DOESN'T HATE BASEBALL.
THEY JUST DON'T FEEL INVITED.

no pressure 😏

3rd Base

THE IDEA

CUBS U

Workflow Optimization

TOOLS I BROUGHT
TO THE TABLE

I brought AI tools to the team to speed up creative production across animation, mockups, and social content.

Kling AI

ANIMATE EMOJI

Turned static brand emojis into animated content pieces.

Kling AI

ANIMATE MOCKUPS

Added motion to static mockups. Presentation-ready in minutes.

Early Adopter

GENERATE PERSONA

Generated persona avatars with Google's ImageFX months before it went viral and rebranded as Nano Banana.

ImageFX (now Nano Banana)

GENERATE + RETOUCH ACTIVATION SPACE

AI-generated the base environment, then retouched by hand for brand accuracy.

AI Generated

Retouched

CapCut

TEMPLATE-BASED SOCIAL CONTENT

Built reusable templates so anyone on the team can produce on-brand social videos fast.

Home Run

THE CREATIVES

A full social strategy built to meet Gen Z where they are, on the platforms they use, in the language they speak.

58%

of Gen Z are more likely to go on a second date with someone who texts in emojis

Owned Content

EMOJI MESSAGING SET

A custom emoji system built for Cubs U that speaks Gen Z's first language.

Interactive Tool

EXCUSE GENERATOR

Text Cubs U and get an AI-generated excuse to ditch your plans and hit Wrigley. Powered by NLP, backed by Cubs tone and voice.

Platform Play

CUBS U ON TINDER

A Cubs U profile on the app Gen Z already uses to find plans.

Community

CUBS U DISCORD

A Discord server where Gen Z gamers coordinate real-life meetups at Wrigley.

Social Content

THREE SPOTS.
ONE VIBE.

Media Placements

MEET THEM
WHERE THEY ARE

Out-of-Home

BUS STOP BILLBOARD

Owned Social

CUBS U FEED

Guerilla Strategy

LINKEDIN ACTIVATION

Targeted students searching "Chicago" + "summer internships" on LinkedIn.

Dear, Deer
Snow upon its back
The deer stands still, reading air
Movement follows knowing

Frog Forward
No small steps exist
The frog knows only the leap
Water waits below.

Late Night Bat
Darkness holds no fear
Send a sound and wait for truth
Silence speaks the most.

Early Bird
Wings above the field
The whole is seen before touched
Then the landing comes.

Butterfly Effect
The caterpillar
Does not grow, it disappears
Then the sky opens

Squirrel Away
Autumn asks for nothing
Bury more than what you need
Spring will find it all.

Dear, Deer
Snow upon its back
The deer stands still, reading air
Movement follows knowing

Frog Forward
No small steps exist
The frog knows only the leap
Water waits below.

Late Night Bat
Darkness holds no fear
Send a sound and wait for truth
Silence speaks the most.

Early Bird
Wings above the field
The whole is seen before touched
Then the landing comes.

Butterfly Effect
The caterpillar
Does not grow, it disappears
Then the sky opens

Squirrel Away
Autumn asks for nothing
Bury more than what you need
Spring will find it all.

Agency: BBDO Chicago • Client Pitch Work
‍
Social Strategist & Technologist: Alva Nguyen • Brand Strategist: Adam Goodreau • Account Leadership: Helena Murphy
Design: Eleanor Yang • Art Director: Natalie Bazydlo • Copywriter: Kelly Combs

Agency: BBDO Chicago
Client Pitch Work
‍
Digital Strategist: Alva Nguyen
‍Brand Strategist: Adam Goodreau
‍Account Leadership: Helena Murphy
Design: Eleanor Yang
‍Art Director: Natalie Bazydlo
‍Copywriter: Kelly Combs

SELECTED WORKS