MY CREST, MY CITY

CLIENT: hmegrwn, Club Eleven, Participation Trophy Studio, Guerilla FC
Experiential / Copywriting + Creative Direction / Video Editing

CHALLENGE:

My Crest, My City is a travelling content series for Club Eleven focused on capturing the unique beauty of each MLS market while also spotlighting and showcasing the talent of local creators within each city. Partnering with Participation Trophy Studio and their 1/1 jacket, a classic black coach’s jacket decorated with patches from every MLS club, our goal was to showcase why Washington D.C. is such a unique city for soccer fans and use our first campaign as a prototype for the following cities in the project.

The jacket continues to travel from city to city and worn by local models in kits from each respective city. 

STRATEGY:

Working with other photographers and videographers, we shot at multiple locations in metro locations in Washington D.C. in order to add more of a local and accessible feel to the overall story. Once we had the content we needed, I worked with my partner at hmegrwn to create a short highlight film to showcase the D.C. iteration of the grassroots soccer story, and the culture that contributes to the soccer fan experience and community building in the nation’s capital.
 

IDEA: Club Eleven x Participation Trophy Studio

My Crest, My City is a travelling content series capturing the unique beauty of each MLS market while also spotlighting and showcasing the talent of local creators within each city.

As the grassroots soccer community in the U.S. continues to grow, coast-to-coast we are seeing the emergence of exciting creative talent searching for opportunities to break into the world of soccer.


RESULTS:
This project allowed us to showcase emerging creatives through shoots with an exclusive “MLS” themed coach’s jacket and has allowed us to engage with new fans who are already interested in our story. hmegrwn saw an increase in monthly social engagement by 35% and grew in net followers by 40 by after this post.

On a personal note, I am honored to have gotten to work on a project with so many talented individuals and genuine contributors to what makes soccer culture in the DMV area so special. A special thanks to Zachary Moore, Gabriel Sapag, Pablo Sapag, Champion Slye, and Tepo Ochoa.