Concept deck — mock social executions and in-restaurant activations
The Situation
In 2013, Russell Westbrook blocked a half-court shot by the Denver Nuggets' mascot Rocky — denying 19,000 fans free Qdoba queso. Eleven years later, the internet had not forgotten. Then Westbrook signed with the Nuggets. Denver was a priority market. The anniversary was coming up January 19th. National Cheese Lover's Day was January 20th.
Every piece was already there. Nobody had connected them yet.
What I Did
I saw the confluence and built a fully formed social activation concept — proactively, without a brief. The idea: give Russell the opportunity to make things right by buying Nuggets fans the queso he denied them 12 years ago.
I developed the complete concept across three phases — Russell's apology video to his 23 million Instagram followers, in-restaurant merchandising and CRM driving foot traffic on Cheese Lover's Day, and a Rocky weighs in closer declaring the feud officially over. Every phase had mock social executions, copy, and a PR headline ready to go.
The idea sold through internally. The client wanted it. It didn't get made due to talent fee constraints — which is exactly the kind of work this offering is built to do faster and leaner.
The Confluence
This is the kind of work that gets attention, gets shared, and occasionally gets awarded. Nobody asks for it. That's the point.
The Activation — Three Phases
Concept deck — mock social executions and in-restaurant activations
The Result
The concept sold through internally at the agency. The client approved it and wanted to move forward. The activation didn't get produced due to talent fee constraints — not the idea.
What this demonstrates is the instinct: see the moment, connect the dots, build something fully realized before the window closes. That's the skill this offering is built around.