Choose Your Champion was a partnership led campaign supporting the launch of Ketone-IQ’s Grape and Blue Raspberry flavors. Timed around growing cultural interest in UFC and the proposed White House fight, the campaign positioned Ketone-IQ within the high performance, and cognitively taxing, world of combat sports. Featuring Jon Jones and Gable Steveson, the campaign invited the audience to choose their champion, try new flavors, and enter to win signed gloves. I led the project from concept through execution, overseeing campaign strategy, creative direction, messaging, visual identity, content, CRM, DTC landing pages, sweepstakes assets, and national retail support.