The Challenge

The $150M renovation to rebuild Reser Stadium’s west side was ambitious and, at times, felt nearly impossible given university resources. Oregon State Athletics needed to raise roughly $85M beyond a lead gift to fund this transformative project. The challenge: galvanize alumni and donors around completing a beloved but aging stadium, turning fundraising hurdles into a shared mission that honored generations of Beavers.

The Insight

Reser Stadium isn’t just a venue—it’s the emotional heart of Beaver Nation. Fans, alumni, and athletes shared a deep connection to the stadium’s legacy, spanning over 128 years. The campaign needed to tap into this pride and frame the renovation as finishing an unfinished chapter, delivering not just more seats but a best-in-class experience worthy of that legacy.

The Idea

I centered the campaign on the simple, powerful rallying cry: Completing Reser Stadium. The messaging positioned the project as a collective effort to finish what generations had started—a commitment to quality, passion, and community. The visual identity and storytelling emphasized Reser as the gateway to Beaver pride and tradition, inviting donors to be part of the next chapter.

Experience & Design

Due to the project’s secrecy and sensitivity, I served as the sole creative lead—handling every aspect of the campaign from start to finish. This included strategy, website design and development, scripting, video direction and editing, motion design, graphics, social media content, and print collateral. The campaign’s emotional storytelling video blended historical footage and fan interviews, while the dedicated website and immersive on-campus “Completing Reser Experience Center” gave donors a vivid preview of the future stadium. Every element reinforced the legacy and vision behind the renovation.

Making It Real

I managed all creative production and execution personally, ensuring a consistent, polished message across all channels. The campaign launch coincided with a major lead gift announcement timed for National Signing Day, maximizing impact. I coordinated with vendors and university teams to bring the vision to life with precision, managing tight timelines and maintaining strict confidentiality throughout.