adidas
Overview
Hispanic Heritage Month is a moment when a brand’s sincerity is tested in public. Adidas wanted to meet its community in person, in Los Angeles and New York, with events that felt specific to the culture they were celebrating and unmistakably Adidas. I conceived the physical environments for these events and carried each from sketch to opening night.
Hispanic Heritage Month is a moment when a brand’s sincerity is tested in public. Adidas wanted to meet its community in person, in Los Angeles and New York, with events that felt specific to the culture they were celebrating and unmistakably Adidas. I conceived the physical environments for these events and carried each from sketch to opening night.
recreo – amistad night
Amistad means friendship. The brief was to create event graphics that felt warm, communal, and authentically Latino without resorting to visual clichés. I designed posters, flyers, event signage, and DJ table graphics, building a visual language that felt celebratory and specific, not generic or corporate.
uptown – domino night
Domino Night was mine from concept to execution. I designed every graphic element — invitations, signage, digital assets, QR codes, and environmental graphics. The visual world needed to feel like a real neighborhood night, not a branded activation. The subtle Domino visuals were among the most satisfying in the entire project.
lily's skate night
I conceived an outdoor urban city park aesthetic: chain-link fences, neon lights, painted crates, plants, and a projector installation on the skate floor. The environment was designed to feel like a real LA neighborhood reclaimed for a night, not a corporate event dressed up in streetwear. Translating that vision into life-size comps and production-ready mockups for the builders to execute was a creative challenge in its own right, designing not just for the eye but for physical space. Seeing it come to life and Lily's excitement was moving
I conceived an outdoor urban city park aesthetic: chain-link fences, neon lights, painted crates, plants, and a projector installation on the skate floor. The environment was designed to feel like a real LA neighborhood reclaimed for a night, not a corporate event dressed up in streetwear. Translating that vision into life-size comps and production-ready mockups for the builders to execute was a creative challenge in its own right, designing not just for the eye but for physical space. Seeing it come to life and Lily's excitement was moving
LA street vendors
Perhaps the most human part of the project. Adidas provided Latino vendors with brand-new street food carts. I worked directly with each vendor's story and visual aspirations to create custom branding that was authentic to them. Each cart got its own personality, its own colors, character, and treatment. Each a small brand unto itself.
Perhaps the most human part of the project. Adidas provided Latino vendors with brand-new street food carts. I worked directly with each vendor's story and visual aspirations to create custom branding that was authentic to them. Each cart got its own personality, its own colors, character, and treatment. Each a small brand unto itself.
FIRULAIS KITCHEN
JUANITO EL ABUELITO
LA TIENDITA
