DETROIT LIONS

Football Education Department

Organization Details:

  • Leads the planning and execution of youth NFL initiatives across Michigan, including statewide summer camps and the Michigan Girls High School Flag Football leagues

  • Location: Ford Field (Detroit, MI)

Platforms:

Instagram logo with gradient colors in a square shape.
Facebook logo with a blue background and white lowercase 'f'
TikTok logo on black background
YouTube play button logo on a white background.

BEFORE

Group of children and adults participating in or watching activities at a summer camp. Includes a girl with a blue headband, a group holding certificates, a coach giving instructions, children playing sports, and a mascot lion with a sign saying "Happy First Day of Camp!"

AFTER

Collage of children and adults at a Detroit Lions football camp, participating in various activities including games, drills, and group photos.

Account handle: @lionsyouthfb

Goal:

  • Drive awareness for the Football Education department and the Detroit Lions brand, increase youth summer camp registration, and highlight the impact of character development through football

Timeline: May - August 2025

Approach:

  • Purpose-driven storytelling showcasing the values, energy, and community behind Lions youth football, supported by a strategic Notion content calendar and organic social strategy

  • Producing daily Meta Stories from summer camps and community events to capture authentic, real-time moments

  • Creating high-performing photo carousels and dynamic recap videos tailored to each camp location

  • Developing short-form vertical content using iPhone and Osmo Pocket 3, including camper spotlights, mini mic interviews, camp recaps, coach features, and mascot-driven content

Youth Football Summer Camp

Video Content

Coach Jason Mic’d Up at WR station

This vertical video offers an inside look into coaching instruction, technique development, and on-field energy during a live drill, giving audiences a glimpse into the camper experience.

Night Before Christmas Trend

This video highlights the coaches’ excitement for camp as they prepare their gear and get ready to lead, building anticipation and hype for upcoming sessions.

Name Trend with the Lions Mascot

Roary, the Detroit Lions mascot, partners with the department, allowing me to create content for his account. To drive offseason engagement, I leveraged an existing trend to connect with Detroit fans and build momentum year-round.

@lionsyouthfb We went deep into the Facebook archives 😂 #detroitlions #autographs #oldphotos #footballcoach #trend #fyp #foryou ♬ original sound - Detroit Lions Youth Football

Sign This Picture Trend

I pitched, filmed, and edited this video, leveraging a trending format to highlight the fun and energy of Lions summer camps.

Pronouncing Michigan Cities

I saw baseball teams across Michigan do this trend, so I built on that momentum to highlight cities, since the camps are around the state. This piece also encouraged camper participation in a fun, engaging way.

Michigan Girls HS Flag Football State Championship

I created this piece to capture the emotion and significance of the first-ever Michigan Girls High School Flag Football State Championship, highlighting what it felt like for these female athletes to compete in an NFL stadium for the first time.

Photos

Young boy wearing a white t-shirt and patterned blue shorts running on a grassy field with a match ball in his mouth, black and white goalkeeper gloves, bright yellow sports shoes, and gray knee-high socks.
A young boy with curly hair and sunglasses playing football on a grassy field during daytime.
A football coach, wearing a blue Detroit Lions jersey and cap, is kneeling and signing autographs for a young boy on a football field.
A young boy in a white sports shirt and blue shorts standing outdoors on a grassy field, leaning on a padded gray equipment pad with another person in black clothing nearby. There are people and trees in the background.
Group of young boys and a coach practicing rugby on a grassy field with a blue sky and trees in the background.
A smiling young boy wearing red glasses and a white T-shirt with a sports logo, holding a football, standing on a football field.
Two young men playing football outdoors on a sunny day, with a clear blue sky. One is wearing a white cap and sunglasses, and the other is wearing a black shirt with blue lettering and a track suit. They are actively engaged, with one reaching for the football.
A young boy with red hair playing football during a game or practice, running between blue padded tackling dummies on a grassy field.
A young boy wearing a white t-shirt, blue shorts, and sports gear is playing with a football on a green sports field during the daytime. He is preparing to kick or catch the football, which is mid-air. Behind him, other children are sitting or lying on the grass, and there are orange cones and a small goalpost on the field. The background features a building with large windows and a blue sky.
A diverse group of children and teenagers in athletic clothing line up at the edge of a sports field, preparing for a relay race or similar activity, with focused expressions.

Results

(Click the image to view my Gondola profile, where you can explore detailed performance metrics and insights for each post I created)

Group of children standing on a football field during a sports event, some holding medals and trophies, with a stadium in the background.

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