The focus of NYCFC’s inaugural campaign was to stray away from the typical look of professional sports graphics, and to establish a point of differentiation amongst not only other teams within the MLS, but also against the eight other professional sports teams of New York. The campaign took cues from true New York City style and featured graffiti artwork from famed 5Pointz artist and curator, Meres.

During the developmental stages, I helped to design the campaign's art direction. After that was finalized, print and digital ads were produced on a regular basis with an initial push for video spots and environmental billboards in which I worked production.