Ogden Raptors

Square x Ogden Raptors: Where Business Meets Baseball – A Visual Story of Scale

Challenge: Square’s sales team needed to demonstrate the platform’s ability to power complex, large-scale operations while capturing the energy and excitement that makes sports venues unique. The Ogden Raptors stadium was more than a business case – it was a place where memories are made, bringing together fans, families, and community through America’s favorite pastime. Our mission was to create versatile visual assets that would serve multiple teams across Square, from sales enablement to brand storytelling, while documenting how Square seamlessly enables complex venue operations. The key challenge was capturing authentic moments in an unpredictable live sports environment while maintaining the highest production standards within a minimal budget.

Action: A critical first step was bringing on local Utah photographer Michael Friberg, whose documentary expertise and reportage style were essential for capturing the real, unscripted moments that would make this story compelling. Working closely with Art Director Amy Fietelberg, who established the creative vision, I served as art buyer and producer, orchestrating the pieces that would bring their creative direction to life. My role encompassed:

• Securing Michael for the project, whose proven ability to anticipate and capture fleeting moments was crucial for documenting both the subtle operational details and the dynamic game day atmosphere

• Handling all business components, including estimates, statements of work, finance approvals, and vendor onboarding, ensuring seamless project execution.

• Leading nimble production logistics to support the lean and agile team of four (photographer,  producer (me!), AD, and photo assistant/ digitech) to give Michael and Amy the freedom to move and adapt quickly as opportunities emerged, while ensuring we captured the full range of assets to effectively tell the story and maximize our time at the stadium.

• Coordinating with stadium staff to provide behind-the-scenes access, wrangling organic on-location talent and releases, and creating the conditions and set-ups allowing Michael to document authentic moments from morning prep to sunset crowds.

• Managing asset delivery across formats for various teams: Partnership case studies, Sales enablement materials, Brand assets, Social media content, and Communications press materials

The success hinged on building the right team and creating an environment where documentary-style photography could thrive while meeting the needs of multiple business units. The creative teams’ ability to anticipate moments before they happened, combined with our flexible production approach, allowed us to capture Square’s story in a way that felt both authentic and elevated.

Results: The combination of the reportage approach and our adaptive production strategy delivered a versatile visual narrative that served multiple business objectives across Square. While specific metrics remain confidential, the photography became a valuable resource for teams throughout the organization, demonstrating how Square’s solutions scale beautifully from backend operations to frontend experiences. The cross-functional utility of the assets maximized the project’s impact, serving both immediate sales needs and longer-term brand storytelling.

This project highlights my ability to build and lead small, nimble teams, manage complex and fluid logistics, and create the conditions for creativity to thrive—all while delivering business-driven storytelling that resonates with both internal and external audiences.

Dream project, amazing team+crew.