Major League Soccer

ART DIRECTOR: DIGITAL + SPORTS + ENTERTAINMENT + 2016

The Brief: As Digital Graphic Designer, I was responsible for the conceptualization, execution and design of solutions from ideation to completion, with a focus on animation and production of digital elements in Adobe Animate and After Effects. This position required strong communication and management skills coupled with an understanding of layout, typography and color theory. Some projects were print-based and required my years of knowledge of print design and production. The position required working with both internal and external clients, and there was frequent interaction with other functional departments (e.g. Marketing, Communications, Events, Community Relations.) This allowed me to utilize my skills as a team player,  working effectively in a fast paced, team-first environment.

  • Developed concepts around brand touchpoints (e.g. campaigns, big events)
  • Creative lead on big events bringing to life entire platform, including primary campaign marks, color schemes and secondary elements, to usage guidelines and applications
  • Designed and animated a high-volume of weekly of digital assets (e.g. tune-in banners, brand intros, swipes, etc.) with After Effects and Adobe Animate using my strong knowledge of Animate CC (ex-Flash) and working with the timeline to create animations and/or strong knowledge of Google Web Designer to produce HTML5 web banners
  • Provided support across Creative Services general workflow: production, file preparation and other pre-production requirements
  • Design and production of print graphics, as well as environmental signage
  • Brought concepts to life from a brief through platform and campaign art-direction; defined a style and brief other designers
  • Supervised print work with illustrators and photographers

Market: TBA
Objective: TBA
Result: TBA
Dimensions: TBA
Software: TBA

2018 MLS Playoff Banner | 728x90
Special Promotional Game Banner, NYC Rivals | 728x90
2018 MLS All-Star Game Banner 1 | 728x90
2018 MLS All-Star Game Banner 2 | 728x90
2018 MLS App Promo Banner | 1280x90
2017 ESPN Decision Day Banner | 728x90
eMLS Console Gamers Tournament Banner 2018 | 728x90
Kick Childhoood Cancer Banner 2018 | 728x90
MLS Pre-Season Web Banner 2018 | 728x90

The scope of this leg of the position was to not only be responsible for the creative engagement through design of upwards of 42+ HTML5 banner ads of various sizes, but to also stimulate the growth and fanbase of the teams, events and platform activations though dynamic digital campaigns. On a weekly basis, static banner ads of 320×50 pixels to leaderboard 1280×90 pixels had to be not only generated to contain all relevant game dates and times in a cohesive format, but there were also platform-specific adverts that were generated weekly.

Elasticity and flexibility of design concepts was key. MLS All-Star, MLS Playoffs and MLS Pre-Season were all timed to churn into the weekly bill of fare for seasonal games already running within the season. Other activations included revenue generating platforms that were introduced throughout the season such as the MLS App that promoted merchandise sales, MLS All-Star that drove fans to ticket purchases and other initiatives were added to the fold on the fly at times Campeones.

Launched in 2018, Campeones Cup is an annual clash between the champions of Major League Soccer and Liga MX. Campeones Cup is a foundational element of the landmark partnership between MLS and LMX — the two top soccer leagues in North America. Along with Leagues Cup, it is one of several on-field competitive events developed to showcase and heighten the rivalry between the leagues.

At the same time, Campeones Cup is a centerpiece for collaborative efforts off the field, including a special focus on social responsibility to drive positive change.
For the activation of the platform, I was tasked with creating both pre-match ticket sales and in-game perimeter LEDs for market placement to not only build awarenesses but drive revenue.

As far as possible to plan the future of a sports season, I found myself using whatever extra RAM I had left in my creative brain to conceptualize perimeter LEDs for upcoming matches. Based solely on the activations and platforms of prior seasons, I found the means to update and innovate platforms that had brand recognition—be it with logo and lockup explorations or completely new animated sequences. In attempt to meet the goals of my position, I discovered that the LED perimeter boards.

that were made in all seasons prior were not done to industry-standard. They were created for digital screen using Adobe Animate and not the de rigueur best-practice of creating boards in Adobe Illustrator and Photoshop, then animating them in Adobe After Effects. After contacting LED vendors at all stadiums and their primary providers, I pushed towards complete development and deployment of smooth, 26-frame digital perimeter boards across the MLS arenas. Below are a few platform examples.

eMLS Console Gamers Tournament Banner 2018 | 728x90

The scope of this leg of the position was to not only be responsible for the creative engagement through design of upwards of 42+ HTML5 banner ads of various sizes, but to also stimulate the growth and fanbase of the teams, events and platform activations though dynamic digital campaigns. On a weekly basis, static banner ads of 320×50 pixels to leaderboard 1280×90 pixels had to be not only generated to contain all relevant game dates and times in a cohesive format, but there were also platform-specific adverts that were generated weekly.

Elasticity and flexibility of design concepts was key. MLS All-Star, MLS Playoffs and MLS Pre-Season were all timed to churn into the weekly bill of fare for seasonal games already running within the season. Other activations included revenue generating platforms that were introduced throughout the season such as the MLS App that promoted merchandise sales, MLS All-Star that drove fans to ticket purchases and other initiatives were added to the fold on the fly at times during the season.

Click phone above to play.

SB Nation is a sports blogging network owned by Vox Media. It is also the largest independent sports media brand, consisting of SBNation.com, MMAFighting.com and over 300 fan-centric teams. These business teams include Vox Media divisions responsible for selling advertising and editorial sponsorships.

A paid media sponsorship request was secured to promote the opening of the 2018 MLS season, with the target being to drive fans to the MLSSoccer.com website via a mobile screen takeover and drop-down ads. Both sizes included the sizzle reel of the 2017 season with the messaging of “MLS is Back.”

2018 MLS All-Star Game Arena Perimeter Board
2018 MLS All-Star Game Ticket Sales HTML5 Banner, 728x90

Hartsfield-Jackson Atlanta International Airport is the busiest and most efficient airport in the world and  is a global gateway, offering nonstop service to more than 150 domestic and 70 international destinations. ATL also holds the distinction of being the first airport in the world to serve more than 100 million passengers in a single year.  Its art program integrates permanent and rotating exhibits and musical performances into the fabric of the guest experience. Hartsfield-Jackson is a beacon of economic strength and customer service in Georgia – and beyond.

With the MLS All-Star international friendly match set to take over Atlanta proper, I was tasked with the digital side of the OOH takeover of the city. The first point of entry for many was this flagship of American airports that not only was dressed along with the stadium, but every screen had a digital takeover of various screens within every terminal. Almost wonderfully overwhelming, fans flying in from the U.S. and abroad was automatically engaged with kinetic video to pump them for the match and drive local sales awareness.

  • I.L.Y. (i love you baby) (feat. Emilee)
  • Surf Mesa
  • https://secureservercdn.net/198.71.233.159/08a.596.myftpupload.com/wp-content/uploads/2022/04/Surf-Mesa-ily-i-love-you-baby-feat.-Emilee_1.mp3
  • My Future
  • Billie Eilish
  • https://secureservercdn.net/198.71.233.159/08a.596.myftpupload.com/wp-content/uploads/2021/12/Billie-Eilish-My-Future.mp3
  • Cheap Smell
  • Kovacs
  • https://secureservercdn.net/198.71.233.159/08a.596.myftpupload.com/wp-content/uploads/2021/12/Kovacs-Cheap-Smell.mp3
  • This is My Life (Cagedbaby Remix)
  • Dame Shirley Bassey
  • https://secureservercdn.net/198.71.233.159/08a.596.myftpupload.com/wp-content/uploads/2021/12/This-Is-My-Life-Shirley-Bassey-Cagedbaby-Remix.mp3
  • Feeling Good
  • Avicii & Audra Mae
  • https://secureservercdn.net/198.71.233.159/08a.596.myftpupload.com/wp-content/uploads/2021/12/Avicii-Audra-Mae-Feeling-Good.mp3
  • Overpowered
  • Roisin Murphy
  • https://secureservercdn.net/198.71.233.159/08a.596.myftpupload.com/wp-content/uploads/2021/12/Roisin-Murphy-Overpowered.mp3
  • Huntress
  • Pep Squad
  • https://secureservercdn.net/198.71.233.159/08a.596.myftpupload.com/wp-content/uploads/2021/12/Pep-Squad-Huntress.mp3
  • Dumpfe Träume
  • Xenia Beliayeva
  • https://secureservercdn.net/198.71.233.159/08a.596.myftpupload.com/wp-content/uploads/2021/12/Xenia-Beliayeva-Dumpfe-Träume.mp3