Kalamazoo FC (KZFC) is a semi-professional football club I was brought onto to reshape the digital structure and branding moving forward.
Working with the club over 3 years with a minimal budget, I was forced to find creative ways to generate content that matched higher levels of the game.
Entering the 3rd season it was time to focus on visual, as the digital infrastructure was completed. With this came the need for a true brand story. The club's mascot (Cleats) was an eagle, and I began to wonder how can we tie all of our branding progression into that?
Insert the "Verreaux" series. Verreaux Eagles are otherwise known as the African Black Eagle. This was it. I took this concept, and leveraged it as a way for the club to step into its first minimalistic black clothing release. The line was supported by video content shot, edited and directed by myself, as well as Ad Creative for performance ads, social content (view below) and an overwhelming amount of fan purchasing. The campaign drove for the first time in club history, a merchandise program that was worth mid 5-figures profit, and the highest pre-booking of season tickets in 3 years.
Applied Usage: Ad Creative
Creative Direction: Kaileb Bowers
Photography: Kaileb Bowers
Graphic Design: Kaileb Bowers
Model: Alexandre Zahrai
