Rodrigo Miranda

Global Poker · Ambassador partnership

Michael Phelps × Global Poker

Creative direction across an ambassador partnership, from flexible tournament content to evergreen brand storytelling.

I developed the concepts and led creative direction across the Michael Phelps partnership, working with marketing leads on product, audience and campaign priorities. The work evolved from a reusable library of tournament and seasonal creative into everyday stories built around his competitive instincts.

Watch selected film ↓

First production

Tournament campaigns: built for flexibility

The first production focused on getting the most from the talent investment across a broad range of campaigns. Reusable green-screen material and virtual sets supported tournaments, seasonal messages and evergreen work. The championship mascots, trophies and colour palettes gave individual events character within a consistent creative approach.

Second production

Evergreen brand stories: competition beyond the pool

We had seen evergreen creative perform well when it stayed in market longer, giving campaigns time to move beyond the initial learning phase. For the second production, I developed a broader brand direction around Phelps’ preparation, discipline and competitive instincts in everyday life. Warm-up rituals, kitchen tasks and preparation stories made poker a natural continuation of that mindset.

Leadership

From concept to finished campaign

I presented the concept decks to marketing, then refined the ideas through feedback from Phelps and his representatives. Once the direction was agreed, I worked with iHeartMedia on production and attended every shoot. I led our team through editing, VFX, 3D and post-production, and guided the campaign’s adaptation into static creative for the wider rollout.

Rollout

Selected campaign adaptations

These examples show how the tournament and evergreen concepts extended into static creative, with messaging adapted to each campaign and placement.

Social · evergreen brand creative
Social · Eagle Cup tournament

Audio

Radio spots

We recorded Michael’s voiceover during production, with scripts adapted from the film concepts for radio. Our team edited the spots in-house.

Credits

Concepts and creative direction: Rodrigo Miranda, in collaboration with VGW marketing leads. Production: iHeartMedia. In-house editing, VFX, 3D, post-production, radio edits and wider campaign rollout: VGW.