The Challenge
As with many local publications, our biggest challenge was relevance. The Indianapolis Star is a storied brand—people knew our name. But when it came to daily life, consideration, or intent to subscribe, we weren’t always top of mind. Unaided awareness was low. To solve this, we set out to elevate the brand and generate future demand, ultimately making our acquisition spend more effective.
IndyStar has always been rooted in the belief that local journalism should make the place you call home better. In Indianapolis, that means something different to everyone—whether it’s equity, culture, community, or connection. The opportunity was clear: show how IndyStar strengthens the city by amplifying the voices of people who do the same.
Our Approach
We built a campaign around a simple promise: “We lift the voices that inspire Indianapolis.”
To bring it to life, we partnered with local changemakers alongside IndyStar journalists. Our cast included muralist Barbara Stahl, IndyCar driver Conor Daly, Colts mascot Trey Mock, and entrepreneur Antonio Maxie — paired with reporters covering everything from high school sports to investigative journalism.
Creative Execution
Video Campaign — 10 video spots filmed in iconic Indy locations like the Motor Speedway, State Fairgrounds, and Gainbridge Fieldhouse. Distributed across YouTube, Hulu, Tubi, and Meta.
Activation — At the Indiana State Fair, we partnered with Barbara Stahl to create an interactive mural of Helio Castroneves’ legendary fence climb at the Indy 500, inviting fairgoers to literally step into the story.
The Results
The campaign generated nearly 8 million impressions and over 2 million completed views with a 49.6% VCR. More importantly, brand metrics moved significantly:
+5 points in brand familiarity
+10 points in usage
+10 points in brand momentum
+9 points in perceived quality
The Impact
By blending local voices, journalists, and iconic Indy culture, we elevated IndyStar’s role in the community—not just as a news source, but as a brand that reflects and amplifies the city it serves
Role: Head of Creative Studio, Strategy Lead, Executive Producer.