My role in late 2025 was developing the entire creative direction for the 2025 Playoffs Campaign. This involved creating a new asset libraries for brush strokes and design elements, and redesigning our website + social templates.

The ethos of this campaign was tactful destruction. However, this couldn’t be solved by simply throwing as many assets as possible into a graphic. LA is a gritty city - concrete, condensation and chaos were the pillars of this creative campaign.