Verde Is Campaign & 2022 KIT Launch
Austin FC
Creative Director
THE ASK: Launch the Austin FC 2022 Brand Campaign and Secondary Kit.
THE IDEA: For Austin FC VERDE IS MORE THAN A COLOR, it is a feeling, it is our ethos.
PHASE 1 VERDE IS: The VERDE IS campaign elevates the stories that celebrate what it means to be VERDE. From the iconic players to the loyal fans, we illustrate Austin FC is Austin’s Club.
PHASE 2 VERDE ES UN SENTIMIENTO: We continued our Verde is narrative to launch our 2022 Austin FC Secondary Kit, The Sentimiento Kit. We highlighted player and supporter culture to tell the story of verde and showcase the 2022 kit.
THE RESULT: We had record breaking sales, were picked up by local, national, and international news outlets, and created best-in-class assets across the league. In the first 2 weeks, we sold more kits than any Second Year Expansion Team in MLS history. We shattered sales of our 2021 Secondary Kit.
Phase 1:
We launched the VERDE IS campaign with black and white imagery across paid and organic social, OOH, and print.
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Then we created a series of video vignettes highlighting supporter and player stories.
Phase 2: The Sentimiento Kit Release
We launched the kit with a feature video produced in house, featuring our supporters and players, narrated by Matthew McConaughey.
Kit Imagery
And then featured more players and supporter’s wearing the Sentimiento Kit in the following weeks. We used this imagery for paid and organic social and print.