To understand the significance of this launch, you need the backstory. In 2024, the Pac-12 nearly dissolved after all but two member schools—Washington State University and Oregon State University—departed for the Big Ten, Big 12, and ACC. Rather than folding, the conference hired Commissioner Teresa Gould and began rebuilding. Two years later, with six new member institutions joining, the Pac-12 was ready to introduce its new era.

The approach we opted for was "professionally unhinged." We knew the sports world would be watching, so we wanted to make a statement: the Pac-12 wasn't backing down. During the two months leading up to launch, the I met with the team weekly to plan every detail, from videos and graphics to press releases, special announcements, and a new behind the scenes mini series, The Dawn.

The week leading up to the launch, we unveiled our horizontal logo, and reposted every school’s countdown post.

The launch began at midnight PST with the new Pac-12 logo, followed by a "Buckle Up" hype video at 6 a.m. PST. Throughout the day, I rolled out the Pac-12 Basketball Tournament bracket (designed by me), the official press release, a trailer for The Dawn, a football and basketball infographic highlighting the past five years (designed by me), a preview clip from the series premiere, and the first episode on YouTube.

At the same time, I managed real time community engagement across Instagram, X, LinkedIn, Facebook, Threads, and TikTok while amplifying content from all nine member schools. This included reposting Boise State University unveiling its Pac-12 uniform patches, resharing the Texas State University sizzle reel, and highlighting fan reactions through Instagram Stories to keep momentum building throughout launch day.