Helping Dove’s mission to keep girls in sports during the US Open.

My contributions:

Creative & Experiential Strategy
New Business
Strategic Partnership Outreach

The challenge:

Dove Deodorant sought Well+Good to further its mission of keeping young girls in sports, aligning the initiative with the 2024 US Open.

As part of the campaign, Dove offered potential access to its brand ambassador, Venus Williams, for the right idea. While the brand aimed for an experiential activation near Arthur Ashe Stadium, regulations around sponsored activations near the tournament prevented them from doing so.

The approach:

I developed the strategy for Confidence Court, grounded in an experiential takeover of Grand Central Station that leveraged the Black Girls Tennis Club as the campaign’s official philanthropic partner—creating an authentic tie to Dove’s mission. Hosted in the iconic Vanderbilt Hall, the event targeted commuters traveling to Arthur Ashe Stadium via the 7 train—the tournament’s recommended public transit route—and featured a court-inspired space with a virtual tennis simulator and product sampling.

To amplify the campaign, contracted talent—including NCAA tennis star Livy Rothfeld and beauty editor Aimee Simeon—created video content that began at the event and concluded courtside at the US Open, seamlessly integrating Dove into the conversation. The initiative culminated in a press event and a confidence workshop for young tennis players, hosted by Dove, Venus Williams, and founders of the Black Girls Tennis Club.