ULT X CALL OF DUTY LEAGUE
Working as the Art Director for ULT, we established a license with Activision for Call Of Duty League 2020, which gave myself and the team the ability to develop merchandise, team wear, an experiential campaign, and social / digital / print / broadcast executions for the league along with becoming the AOR for some of the pro league teams.
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TILT/SHIFT
Working as the Creative Lead for ULT, we established a license with Activision for Call Of Duty League 2020, which gave myself and the team the ability to develop merchandise, team wear, an experiential campaign, and social / digital / print / broadcast executions for the league along with becoming the AOR for some of the pro league teams and develop the first fashion-forward collection known as TILT/SHIFT.
THE BRANDING + VIBE
The name Tilt Shift stems from the popular camera lens and the shifting of alpha channels, blurring the lines between gaming and fashion. TILT refers to the tipping of scales, as esports is rising in popularity to the realm of actual sports. SHIFT refers the shift in culture and visibility of the esports and gaming community, colliding as one (as seen in the animation). The aftermath of which losing a bit of their vanilla white and creating the cyan and magenta which provides a much needed burst of color in an otherwise dark environment.
All photography and videography (along with set design and model casting) was done by me with addition photography and videography done by Matt Marcheski and JessEsports.
Esports meets Fashion
Click the image to see the promotional video
THE COLLECTION
Keeping in line with the idea behind the branding and name, all the design is based off of an RGB Alpha channel color shift, yet setup for a CMYK color space. This is our slight hint of color on all blanks, which are black. We utilized fashion-foward, longline, premium curved hem blanks and had irregular placements for each blank type (T-Shirt, Long-sleeve Shirt, Hoodie). We developed unique executions for each of the 12 pro teams plus the league itself. The hoodies featured embroidered type-logos of the teams along with a side-hood print.
THE RECEPTION
After receiving much praise from the community, teams, owners, and press, we were thrilled to see all the hard work was worth it.
Disclaimer: The working title was originally Night Shift during prelaunch.
AUGMENTED REALITY SOCIAL EXECUTION
LA HOME SERIES
Developed merchandise, experiential, logo design, VIP packages, team wear, and fan gear along with hype video(s), music, content series, photography, and digital / social campaigns for the Los Angeles Professional Call of Duty Home Series, a live tournament at The Shrine Auditorium.
BRANDING + DIGITAL EXECUTIONS
MERCHANDISING
LOS ANGELES GUERRILLAS
Developed the overall identity, branding, and digital, social, and a/v executions for Kroenke Sports & Entertainment’s professional Call of Duty Team, the LA Guerrillas.
2021 PLAYER KIT
(Player-kit Showcase video renders not done by me)
BRAND IDENTITY / TOOLKIT
VIDEO CONTENT SERIES
We launched this team to the world by developing a hype video (which I also directed) showcasing the players, iconic spots of Los Angeles, and their rides. Aside from that, developed unique stories surrounding the players and the locale of Los Angeles in various content series that serve both the core of esports and the city of Los Angeles.
WALK OUT VIDEO + MUSIC
Impressed with our work, Kroenke Sports & Entertainment asked us to develop a walk-out video for them for when they take the stage at their Home Series matches. I took it upon myself to write the walk-out music (considering my background) and the results were something that pleased both client and the fans alike.
AUGMENTED REALITY SOCIAL EXECUTIONS
Using SparkAR, developed fun AR social executions to provide awareness that served both the mainstream and core while also calling attention to upcoming events and new roster changes for pro teams in the leauge.
PARIS LEGION
Working closely with CØntact Gaming, developed digital, social, and video identity and exeuctions along with merchandising for this French Call of Duty Pro League Team
