‘The 6th
Player’ Campaign
BetterHelp x WNBA
Markets: New York, Las Vegas, Dallas
Mediums: OOH, Arena LED, Paid Social
BetterHelp partnered with the WNBA to launch “The 6th Player,” a multi-market campaign positioning BetterHelp as the mental wellness partner that shows up when it matters most. The campaign launched across New York, Las Vegas, and Dallas, spanning in-arena LED environments, paid social creative and immersive out-of-home executions in New York City, tied to peak league visibility moments.
The Challenge
The challenge was to create a unified visual system that could live across radically different environments—arena-scale LED, high-traffic urban OOH, and mobile-first paid social—while meeting strict WNBA and team-specific brand approvals. The work needed to feel emotionally resonant, legible at speed, and culturally respectful to all women athletes, all without fragmenting across markets.
My role
I served as the sole lead designer on the campaign, owning the end-to-end visual system across all markets and mediums. My responsibilities included concepting and building the core campaign visual system, presenting creative to executive leadership, navigating external approvals with the WNBA teams, and ensuring flawless execution across large-scale physical and digital environments.
New York City
Penn Station Digital Display, Digital Street Display
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