San Francisco was hosting the 34th America's Cup—but its fame and glory were relatively unfamiliar to the general public. To create buzz throughout the Bay Area, America's Cup started a campaign months prior to any racing. The goal was to educate people about the history of the race and to share their mission to preserve the environment.

Working within brand guidelines and collateral, I designed and built a microsite where professionals shared their opinions through YouTube. Their responses led conversations and drove participation and awareness. Users were prompted to join the conversation via Facebook, Twitter and Disqus integrations.