THE HOME OF LEAGUES CUP
To show MLS and Liga MX fans that TV is the home of every Leagues Cup game, we partnered with Mexican artist Raul Urias to craft an authentic visual language celebrating both leagues and their 47 clubs.
We then brought this language to life through a vibrant film, shared by Leo Messi and Peso Pluma, and bespoke match posters for every game, resulting in 77 unique, hyper-targeted game storylines that reminded fans where to watch.
Role: Associate Creative Director - Copy
Writing each match storyline required extensive research to ensure it resonated with each team’s fan base. Everything from head-to-heads, rituals, mascots, stadium names, team nicknames, player nicknames, chants, and even deep fanbase lore was analyzed for every matchup— all while reacting to real-time results. Oh, and did I mention we wrote them in both English and Spanish? Yes y sí.
