JORDAN BRAND LUCHA LIBRE CAMPAIGN
Inspired by the rich tradition of Lucha Libre, we developed a campaign featuring authentic Luchadores who embody the next generation of champions. This campaign not only celebrates their skill and passion in the ring but also honors the strength of family and the pride of community. The campaign focused on elevating product details, blending local elements, and amplifying a narrative rooted in heritage and connection.
What Did I Do?
Paired up with our Art Director and came up with a concept: NUESTRA LUCHA.
Wrote that manifesto you see below, partnered with the team at large to connect the narrative POV with visual language and shot list.
Presented narrative to brand partners and leadership stakeholders. Along with my greater team, helped sell the idea in.
Created storytelling guidelines and copy framework.
Led copy direction for territory partners.
Helped finalize a suite of assets for use in social, owned channels, DTC and retail.
