Amor Eterno
The Ask
Create a narrative centerpiece to launch the LA Galaxy's new "Community Kit" Jersey
The Insight
The LA Galaxy are one of the only teams in MLS with a multi-generational fan base. Most of which are LA natives with deep roots in the Central American community
The Execution
Use animation to tell a visual story that reflects the experince of growing up in LA as a Galaxy fan
Amor Eterno
A Love Letter To Our Community
Connected to the Legends of '97
In 2021 the LA Galaxy launched their newest jersey dubbed "the community kit"taking inspiration from the teams 1997 jersey. We sought to connect our launch campaign to the experiences of our multi generational fan base and to highlight those members of our community who make our support so diverse and vibrant.
Grounded in authentic fan experiences
As kids we idolize our favorite players, insisting we wear their jersey to school picture day against our moms demands. We refuse to wash them when the team is on a wining streak and holding on to them long after they don't fit us and are falling apart. If we're lucky enough to catch one from our hero after a match it becomes a core memory we cherish forever.
Respecting the Unique Beauty of or Central American Fans
Starting with the team's first ever captain, the Salvadorian legend Muricio Cienfuegos, the Galaxy have held a special place within the Central American community in Los Angeles. Often overshadowed by Mexican culture in LA, we sought to celebrate the unique beauty of what it means to be Central American in this city.
_JPG.jpg)
Distinctly Central American decor, video of Guatemalan star Carlos Ruiz scoring to win the Galaxy their first championship
Salvadorian Pupusa restaurant named for Galaxy legend Mauricio Cienfuegos featuring an essential "cash only" sign
We wanted our fans to see themselves and their experiences in how we represented our brand identity
Based on Real People and the Real LA
We drew inspiration for our characters, their relationships, and the details of every scene from the people and places that make up our community. From which fruit was in our cart to the sambas on her feet, no detail went untouched in our effort to create an immersive story that could have only been told by a team who understood what it meant to grow up and live in LA.
Nostalgic Visuals with Familiar Colors
We were inspired by the colors of Southern California sunsets, lotería cards, and our favorite 90's cartoons to bring a gentle vibrance to the animation. Natural wipes and immersive sound design help us flow through time, subtly punctuated by mixed media highlights (placed in chronologically appropriate moments) to ground this dream world in the real moments we remember from growing up.
Share information on a previous project here to attract new clients. Provide a brief summary to help visitors understand the context and background of the work.
reception
%20(1).png)
Sarita’s Pupuseria
.png)
Olvera St.
.png)