The brief
Launch Club América's new Adidas kit in a city where old jerseys never get thrown away. They get traded.
The idea
The film follows Mexico City's "fierro viejo" trading culture, where swapping an old jersey for the new kit is the launch.
What I did
Directed, edited and led the creative, from the jersey-trade concept to the final cut, including the particle sequence where the new kit dissolves and reforms from thousands of points of light. Street footage cut to the rhythm of the trade, kept raw and documentary. The launch beat is carried by kinetic typography and the particle-built jersey, not gloss.
Result
Developed with Adidas LATAM's marketing team and released as the centerpiece of the Club América kit launch.
Play case film — sound on2:01