In 2023, my team helped the Wilmot Cancer Institute launch its inaugural Warrior Weekend: an annual 5k run, 1 mile walk, and first ever breakaway ride in support of cancer research, patient care, and survivorship. With over 300 riders and nearly 1,200 walkers and runners, the 2023 event raised more than $335,000. In 2024, those numbers were nearly doubled. This event is a massive undertaking with many players involved from logistics and sponsorships to creative and marketing, and my small team is proud to have contributed to the continued success of a fundraiser that supports a cause close to so many hearts. I led development of the messaging and creative platform, anthem video, and hero photography. Members of my team executed on this vision to bring all the pieces to life—from social media, spotify, email, direct mail, and magazine advertising—to billboards, bus wraps, banners, cycling jerseys, medals, swag, and more.