Leading creative vision for the Sports Fan Life Coach campaign, we developed Rowen S.N. Potts, a character who embodied the ultimate sports fan. Rowen’s over-the-top coaching style and dead-serious passion for sports resonated with our audience, building Sportsnet Now into a must-have for anyone who lives and breathes sports. Over three years, we launched more than 200 videos and 2500 static ads across broadcast, social and digital platforms, ensuring Rowen’s advice reached fans wherever they were.

The result? Sportsnet saw a big lift in brand awareness and a solid jump in subscriptions, making the campaign an outstanding success. With the clever ambigram “Rowen S.N. Potts” reflecting Sportsnet Now, we reinforced the brand’s core while delivering on fan engagement in an unexpected way.