Project Responsibilities

• Narrative Lead 

• Art Direction Support 

• Creative Direction Support 

• Creative Asset Management 

• Digital Strategy 

• Go-to-market Strategy

• Project Management 

Project Details

• Across the brand and creative team, the goal was to use our 2022 jersey launch as the culmination of our 2022 start of season campaign to evangelize VERDE culture and capitalize on jersey sales 

• This campaign celebrated the idea that VERDE is more than a color, it is a feeling — our ethos as a Club 

• Built in phases, the VERDE IS campaign began with billboards and content on Club digital channels to introduce the narrative to the community

• The campaign shifted to more significant creative storytelling by highlighting the VERDE ethos and celebrated what it means to be a part of the community through player and fan stories 

• The final phase of the campaign launched our 2022 secondary kit “The Sentimiento Kit,” weaving all the stories together under the understanding that VERDE is more than a color “Verde Es Un Sentimiento” 

• The Sentimiento Kit was the best performing year 2 kit launch by an expansion Club in MLS history 

• Campaign resulted in best social feedback to date and a depth of coverage on par with Club’s inaugural jersey

*imagery by Marshall Tidrick

*Campaign design by Alie Jackson