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RETROGRADE KIT
LA Galaxy set out to launch a third kit rooted in the club's original 1996 identity without making the campaign feel trapped in nostalgia.
RetroGrade reframed the club's heritage through a contemporary Los Angeles lens connecting archival details, street culture and the next generation of supporters in one integrated campaign.
Role Creative Lead / Director / Executive Producer
Brand LA Galaxy
Year 2024
Scope Campaign Strategy, Film, Photography, Social
Recognition Clio Sports Bronze
I led the campaign’s creative development and video execution, guiding the project from concept through production and launch.
The challenge was to build awareness, generate impressions and drive jersey sales.
Reintroducing an icon for a new generation.
How we introduced the idea.
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The launch film reintroduced the club's original visual identity through a contemporary Los Angeles lens.
RetroGrade Bodega Photoshoot
We transformed an iconic LA bodega into a RetroGrade takeover, grounding the kit’s nostalgic design in the city’s culture and everyday community.
How we launched it
1:00
The launch film reintroduced the club's original visual identity through a contemporary Los Angeles lens.
IMPACT
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