Connecting to LA’s soccer fans is a tough proposition. They are young, diverse, cosmopolitan and living in a sports–oriented town with 7 major sports franchises to compete with for their attention. The solution was to meet people where they live with a dynamic visual and a message that that was disruptive, fresh and conveyed the emotion of the “Beautiful Game”. Street art iterated to make those cultural connections from the South Bay to East L.A. and a message that celebrated the team’s winning record did just that.
