SUPER BOWL LXI
campaignThe whistle blows, the crowd roars, and the future of the NFL lands in LA. 🏈
As Creative Director for NFL's Nike X Super Bowl LXI in 2027, I plunged headfirst into the electric atmosphere of American Football. This isn't just a brief; it's a fully blown concept. Inspired by the gritty realism of American Sports Story, I envisioned a Super Bowl brand that wasn't just about the game, but about the very soul of Los Angeles. This wasn't just a project; it was an obsession to capture the raw energy, the iconic visuals, and the ever-shifting moods of LA and fuse them with the gridiron's intensity.
NFL X NIKE: SUPER BOWL LXI
NFL X NIKE: SUPER BOWL LXI
OOHOur Out-of-Home advertising strategy was all about mirroring LA's dynamic spirit. Imagine massive OOH ads splashed across downtown LA high-rises and nestled in the hills, featuring epic clashes like the New York Giants versus the Jacksonville Jaguars. The art direction emphasises the soulful, energetic movement of the players, set against those breathtaking sunset and sunrise hues.
We even integrated iconic LA backdrops – palm trees swaying with cityscapes in the distance – creating game entrance flags that screamed "Los Angeles." These visuals don't just showcase the action; they entice the audience, inviting them to join the electric atmosphere. Each piece is meticulously finished with the Nike x Super Bowl LXI logo lockup, cementing the collaboration.
BRAND DEVELOPMENT
This was a total ground-up build. I owned the entire brand development, conceptualising a Super Bowl LXI logo that felt instantly iconic. The colour palette itself is a masterstroke: ombre hues of black and greys, punctuated by vibrant pinks, blues, and greens.
This wasn't random; it's the beating heart of LA's scene – the neon glow of Hollywood at night, the serene beauty of a sunrise over the hills, and the fiery drama of a sunset. It’s a 360-degree journey from dawn to dusk, signalling the immersive experience of the NFL game. The art direction for the players? Raw, unbridled energy, their aura radiating the intensity of the LA game.
MERCHThe merch had to be as cool and authentic as the city itself. We envisioned vintage stone-washed, bleached black tees, featuring the brand's signature ombre colour mix front and centre on the chest.
The back? A stunning visual of an American Football helmet, seemingly floating in a neon-faded, branded palette, echoing the campaign's vibrant colours. Just below the neck, the NFL logo subtly appears in crisp white, while the helmet itself sports a slightly faded Nike x Super Bowl LXI LA logo lockup at the front. This isn't just clothing; it's a wearable piece of the LXI experience.
Ready to feel the energy of Super Bowl LXI in LA?