MOVING THE GOALPOSTS
I co-founded Club.Football as a design-driven homage to global football culture—a place where typography, nostalgia, and streetwear sensibilities meet the emotional chaos of supporting your team. What started as a side project quickly became a creative playground: bootleg aesthetics, clever brand parodies, handmade graphics, and deep-cut references only true football obsessives catch. It let me merge the parts of the sport I love—its romance, its humor, its tribalism, its constant rebranding—into artifacts people could wear, collect, and argue about.

Over time, Club.Football grew into a small but loyal community of fans who saw themselves reflected in the work. I designed drops inspired by everything from match-day rituals and supporter culture to tongue-in-cheek remixes of luxury brand logos. It gave me a space to experiment freely—testing ideas fast, building visual identities from scratch, and treating football not just as a sport but as a global creative language. In a way, it became a studio-within-a-studio: a place to make with instinct, follow curiosity, and celebrate the culture that shaped me.


KEY DELIVERABLES & CONTRIBUTIONS:

• Exhibition Trailer: Wrote, directed, and edited the broadcast trailer (above) promoting the exhibit.
  
• Marketing Materials: Posters, flyers, out-of-home, event, and promotional ephemera design and production.

IMPACT:

• The exhibition broke all attendance records, becoming the most celebrated and most visited in the history of the Annenberg Space for Photography.
• Marketing demand far exceeded expectations, and the show received widespread critical praise for both its content and presentation.
• The campaign helped bring hip-hop’s visual heritage to a new generation of museumgoers, elevating the artists behind the lens and establishing Contact High as a major cultural moment for Los Angeles.