LINE ‘EM UP

Client: WNBA

Agency: JOAN Creative

Production: JOAN Studios

My Role: Photographer + Production Support + Director Search

For decades, park basketball has been an arena claimed mostly by men — and that needed to change. Line ‘Em Up is a nationwide movement to add the WNBA’s iconic orange 3-point line to outdoor courts across the country, literally drawing space for women in the game and inspiring future legends.

Short Film

We introduced the initiative with a film featuring WNBA legends alongside NYC’s park basketball icons, celebrating the significance of the Fire Orange line. I captured still photography that documented the campaign and its players, adding another layer of storytelling to the launch.

Teasers + Social

Before the big reveal, players, media voices, and influencers sparked conversation by sharing overhead shots of the orange lines. From there, social films and OOH amplified the message: “The W is coming to the park.”

Launch Event

The campaign culminated in a Brooklyn Bridge Park event with a line unveiling, league speakers, a local high school showcase game, and a knockout competition hosted by the NY Liberty.