Product / Campaigns

LAFC 2023 Community Kit: Product Direction + Campaign Creative Direction

Led product direction for LAFC’s 2023 Community “Smokescreen” kit as well as the Go-To-Market campaign + seasonal campaign integration.

LAFC x Adidas Originals Samba 2.0: Product Direction + Campaign Creative Direction

Led product development direction for LAFC as well as campaign creative direction. Campaign creative assets team:
Video content direction, production, post: Overlay Films
Graphic: LAFC internal team (Geoff Parrish & Alex Cervantes)

LAFC 2022 Home Kit: Product Direction + Campaign Creative Direction

Led product direction for LAFC’s 2022 Home “5 Years Strong” kit as well as the Go-To-Market campaign + seasonal campaign integration.

Bob Marley Legacy Project : Campaign Art Creative Direction

Steered creative direction for series artwork designed by Alex Cervantes and led by Dezi Catarino. Also directed episode 4 of the series titled “Rhythm of the Game” focused on Bob Marley’s love of the beautiful game.

LAFC x Adidas Originals Delpala: Product Direction + Campaign Creative Direction

Led product development direction for LAFC as well as campaign creative direction. Campaign creative assets team:
Video content direction, production, post: D. Serrano
Graphic: LAFC internal team member Alex Cervantes

LAFC Matchday Poster Series

Led the creative direction of our annual match day poster series. Set the theme and steered the narrative relevance of the reference selections. These posters offered the team a canvas to introduce other colors and styles on our platforms, a way for our designers to stretch their skills, as well as being a refreshing platform counterpoint to a very rigid design protocol and minimal aesthetic style.

LAFC Samba 1.0

Led product development direction for LAFC as well as campaign creative direction.
Campaign creative team:
Video direction, production, post by myself
Photography by Imad Bolotok & Devin Lamoreaux
Graphic design by Geoff Parrish

LAFC Coffee Table Book Series

Led creative direction and production of both LAFC 2018 & 2022 season celebration coffee table books.

The ALLIANCE Los Angeles Identity Development + Go-To-Market Campaign Assets

Led creative development of this Non-Profit coalition of all of Los Angeles’ top professional sports teams. Worked with creative representatives from every team to customize assets for their platforms.

LAFC x Hornitos 2020 Cinco de Mayo Campaign Development

Led creative direction of this co-branded holiday social campaign.

LAFC 2021 Heart of Gold Jersey / Product + Campaign Development

Led creative direction of the jersey design with adidas. Crafted the launch campaign including the language, the launch video, and all associated assets.

LAFC 2021 Creative Direction

Why #1: Reduce Anxiety
2020 was one of the hardest years in our lifetime and it affected everyone in one way or another. We owed it to our community to remove any unnecessary complication or confusion in our social feeds and leaned to a brutally simplistic aesthetic approach.

Why #2: Unite
In 2020, we also saw the largest civil rights movement in recorded history. The inverse reaction to this was a level of polarity and divisiveness that only clarifies how far we have yet to grow in order to eradicate racism and propagate equity. At LAFC our mission is to unite the worlds cIty through the worlds game. We decided to blend and make fluid our palette in order to break up rigid color separation.

LAFC Brand Product Direction + Launch Campaign

Led the development + direction of LAFC’s most iconic wearable symbols including on-field and off-field items. Designed LAFC’s caps, scarves, t-shirts, hoodies, and more. Wrote the language used launch the brand + designed the promotional material.