The 6th Player Campaign
BetterHelp x WNBA
Markets: New York, Las Vegas, Dallas
Mediums: OOH, Arena LED, Paid Social
BetterHelp partnered with the New York Liberty, Las Vegas Aces, and Dallas Wings to launch “The 6th Player,” a multi-market campaign positioning BetterHelp as the mental wellness partner that shows up when it matters most. Running during the WNBA Championship season, the campaign spanned in-arena LED environments, paid and organic social, immersive out-of-home executions in New York City, and game-night print activations
across all three home arenas.
My Role
I led the campaign’s end-to-end visual system across all markets and mediums—developing the core creative, presenting to executive leadership, navigating WNBA team approvals, and overseeing execution across large-scale physical environments, digital placements, and organic and paid social content.
Early Concepts
My early explorations focused on defining the campaign’s visual system and tone before full access to team photography was available. Selected stock imagery was used to pressure-test typography, hierarchy, and message clarity across paid social formats—aligning internal teams and external partners around the core “6th Player” visual direction.
Final Execution
The campaign rolled out across arenas, out-of-home, paid social, and game-night activations, scaling the “6th Player” idea across multiple markets and live environments. The work shown represents a curated selection from a much larger execution, including hundreds of paid + organic social variations, immersive New York City OOH placements, in-arena LED environments across multiple arenas, and on-site activations featured in influencer content.
New York Liberty OOH & In-Arena LED:
-
![]()
New York Liberty Static Ad
-
![]()
Typographic Static Ad
-
![]()
Las Vegas Aces Static Ad
-
![]()
Dallas Wings Static Ad
