The OSU Athletics Creative department was built from the ground up with a simple belief that great storytelling starts with empowered people and strong structure. When I stepped into this role, the department was still finding its identity, which gave us the chance to shape not only what we create but how we work together.
Today, our focus is on building an environment where creatives have ownership, organization drives efficiency, and every piece of content serves a bigger purpose beyond the moment it is posted.
Culture and Philosophy
Empowering creatives to take ownership of their programs and ideas
Organized the department into dedicated content teams aligned to specific sports, giving creatives direct ownership and stronger collaboration with coaches and student-athletes.
Built workflows and communication structures that balance creative freedom with clear expectations, improving efficiency while protecting creativity.
Built a culture centered on continuous learning, positivity, and constructive challenge where teammates support and push each other to grow
The student creative program is a foundation of the department’s success, with mentorship and development
Commitment to mentorship reflected in a 100 percent post-graduate job placement rate for creative student employees
Recognition that content serves both real-time engagement and the long-term historical record of OSU Athletics
Storytelling, Structure & Long-Term Content Value
The Creative Department at OSU Athletics is designed with the understanding that content serves multiple purposes. While social media is an important distribution channel, the work produced by the department also becomes part of the long-term history of OSU Athletics.
Built automated approval workflows and a structured archive system to preserve content beyond immediate campaigns.
Created internal standards that ensure photography, video and design assets remain accessible and organized for future storytelling, recruiting and historical use.
Creative Output
88,677 content downloads by student-athletes in the 24-25 school year — #1 nationally
1,025 galleries created in the 24-25 school year— #2 nationally
188,420 content uploads in the 24-25 school year — #13 nationally
More than 600 photo and video shoots in the 24-25 school year
Modernized social media and content strategy, driving sustained growth including more than 23 million interactions and 517 million impressions in 2025.
Production Environment & Creative Infrastructure
Designed and launched a dedicated photography, videography and podcast studio to elevate production quality and create consistent storytelling environments.
Developed AssetCowboy, an internal application supporting equipment management and asset organization across content teams.
Implemented automation and structured workflows that reduce administrative friction, allowing creatives to focus on ideas and execution.
Innovation - Live Scoreboard
One of the most meaningful innovations we created is the first automated live scoreboard feature on social media in college athletics. The idea came from listening to fans and recognizing a problem. Traditional live updates required including the score in the caption, which made posts outdated quickly and often created a space for fans to express their negative feelings when scores were unfortunately not in favor of Oklahoma State.
The live scoreboard provided an always up-to-date look at the score and also a chat room where fans can discuss the game without their comments living permanently on the OSU social pages.
The feature also opened new sponsorship opportunities by creating space for brand integration that feels natural inside organic content. It showed that creative solutions can improve the fan experience while also supporting revenue goals.
Core Principles
Everything about OSU Athletics Creative is built around a few core principles.
Storytelling comes first.
Creatives are empowered to lead and take ownership.
Organization and efficiency strengthen creativity.
Content serves both today’s audience and the long-term history of OSU Athletics.
This is the environment we have built together. It is not just about producing content. It is about creating a creative operation that supports people, tells meaningful stories, and leaves a lasting impact on the programs we represent.
