Boston Legacy First Light Kit
MAKING THE FIRST KIT FEEL LIKE A MOMENT IN BOSTON
A club's first kit becomes part of its history. Our opportunity was to introduce Boston Legacy's first uniform in a way that felt rooted in the city rather than simply presenting a new piece of apparel.
We built the story around First Light, connecting the club’s beginning to the start of a new day. The creative direction used light, atmosphere, and Boston as more than a backdrop, giving the launch a sense of optimism and arrival. Working with Free Agency as our production and creative partner, we brought the concept to life through film and photography, translating the idea into a launch built around the city and the club’s arrival.
The result was a product story designed to introduce more than a jersey. It introduced what the club wanted its future to feel like.
Role: Creative Director
Production & Creative Partner: Free Agency
Focus: Campaign Concept / Creative Direction / Art Direction / Storytelling
