2 Minutes With … Jazmin Burrell, VP of Strategy at Obsidianworks

On sports transcending language and culture

Jazmin serves as vice president of strategy at Obsidianworks. Earlier, she worked at agencies including McCann, 72andSunny and Spike DDB. In the tech space, she served as a creative strategist lead at Snap Inc. 

We spent two minutes with Jazmin to learn more about her background, her creative inspirations and recent work she's admired.

Jazmin, tell us …

Where you grew up, and where you live now.

I grew up in Kansas City and now live in Brooklyn.

Your earliest sports memory.

Dollar Hot Dog Day with my elementary school for a Kansas City Royals game! 

Your favorite sports team(s).


Your favorite athlete(s).

Serena Williams and LeBron James

Your favorite sports show or podcast.

30for30: Bad Boys

Your favorite sports movie and/or video game.

NFL Street 2

A recent project you're proud of.

Our work with Frito-Lay on their latest "My Joy" campaign. It celebrates the richness of joy across a spectrum of creators, highlighting diverse cultures, identities and talents.

Someone else's project that you admired recently.

I love the NFL's work with Diana Flores. The campaign shined a spotlight on her accomplishments as an athlete, but also bridges the gap between cultures, gender and age as the league fights to maintain relevance with intersectional audiences.

Something coming up for your organization that you are excited about.

Obsidianworks has a lot of big projects in the works with a wide range of clients. We're always excited for big pitches and opportunities to come across our door.

What sports can do that nothing else can.

Sports transcends language and culture. It allows us to connect emotionally across different backgrounds all around the world while still representing the same team and knowing the same faces. 

What you'd be doing if you weren't in the sports world.

I'd love to be in video game design.

2 Minutes With is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series,

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