Branded entertainment · Serialized content
Building a brand people return to
An original football-themed storytelling universe created to give a neighborhood hospitality brand an ongoing editorial identity.
The challenge
Everyday promotional posts give an audience little reason to return between offers or events.
The idea
Create a fictional professional football league whose season supplies recurring characters, stakes, storylines, and natural opportunities to feature real employees.
The work
Designed a 17-week editorial program with a fictional league, franchise identities, recurring game-day and press-conference formats, sports-style journalism, AI-assisted artwork, and a structured continuity system.
What it shows
The DBFL demonstrates an original, repeatable branded-content format with documented production standards. The gallery intentionally omits unreleased results and planned season endings.
Selected artifacts
