King of the Lake
Designer & Producer | 2022 - current | Salmon fishing tournament series on the great lakes | view all creations
Amplified a cross-border tournament series into a digital media brand for competitive sport fishing.
I was tasked with enhancing the reach and cultural resonance of the King of the Lake Salmon Series — a six-weekend fishing tournament spanning Ontario and New York. With over 400 boats, 800 rods, and more than half a million dollars in cash and prizes, this was more than a fishing tournament; it was a major cultural event for the Great Lakes sport-fishing community. My role was to evolve the tournament into a compelling, multi-platform digital experience, complete with real-time scoring, immersive media storytelling, and engaging audience interactions — with Scotty and Shimano as primary partners.
In collaboration with Drive Strategic, I wore many hats — designing the visual identity, leading the development of a bespoke digital tournament platform, and co-producing six broadcast-quality episodes streamed online. From capturing intense on-water action to delivering dramatic live weigh-ins and real-time standings, we turned the competition into an immersive spectator experience, seamlessly accessible via the King of the Lake IP online channel.
This project stood out not only for its scale but for its celebration of the passionate angling community. We successfully showcased the vibrant camaraderie, competitive spirit, and distinctive lifestyle, leveraging innovative digital tools to significantly amplify audience engagement and grow the tournament’s future potential.
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Brand Identity & Digital Design: Developed and executed cohesive branding and digital presence for the series.
Broadcast Production: Co-produced and edited six engaging 30-minute episodes streamed via the King of the Lake channel.
Custom Tournament App:Designed and launched a proprietary application supporting real-time scoring, weigh-ins, and social interaction among competitors.
Content Direction: Directed comprehensive photography and videography efforts both on water and onshore.
Event Management: Led logistical operations, vendor coordination, and sponsorship activations.
Campaign Strategy: Crafted a compelling campaign narrative around competitiveness, community, and camaraderie.
Digital Engagement: Created innovative pathways for audience interaction, including dynamic team profiles and user-generated content.
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Scaled tournament participation from 100 boats to over 400 teams and 800 rods.
Implemented integrated cross-platform media delivery and live scoring systems.
Transformed a grassroots competition into a lifestyle-forward, digitally driven media brand.
Cultivated a thriving sponsorship ecosystem around niche sport fishing with mainstream appeal.
Captured and highlighted weekend prize pools exceeding $60,000, with top teams securing $25,000.
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Item description
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Drive Strategic – For creative collaboration and impeccable execution.
King of the Lake Team – For entrusting us with the evolution of their beloved brand and culture.
Great Lakes Anglers and Communities – For exemplifying passion, resilience, and camaraderie on the water.
