The Sentimento Kit
Austin FC
Creative Director, Executive Producer
VERDE is more than a color, VERDE es un Sentimento.
The Ask
Launch the Austin FC 2022 Brand Campaign to get fan’s excited about the second season. Use this campaign to launch the Secondary Community Kit that is a different hue of VERDE than the primary color.
The Idea
For Austin FC VERDE IS MORE THAN A COLOR, it is a feeling, it is our ethos. We used our color VERDE as a connective device to our players, fans, and city. We looked to the inspiring stories of our fans and players to tell the VERDE story though 2 key phases.
The Execution
Through imagery and video distributed in a 360 campaign, we told our VERDE IS _____ stories to new and existing fans. We shot all of our imagery on vintage large and medium format cameras, carefully capturing moments in time on film. We crafted player and supporter video narratives based on what VERDE meant to them and their dedication to the club.
Phase 1 - Teasers
VERDE IS more than a color.
We kicked off the campaign with a series of black and white OOH, Print, and Social pieces that explored the concept of what VERDE means to our fans, city, and players.
Phase 2 - Kit Launch
Verde es un Sentimento. The Jersey Launch flipped the tagline to represent the name of the jersey. The Sentimento Kit. We continued to tell our community and player centric VERDE stories through Social, Digital, OOH, Print and a Jersey launch event at Hotel Vegas.
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.