adidas
2021
2021
Hispanic Heritage Month activations
Some briefs are just a job. This one felt like a responsibility.
Adidas commissioned a series of activations across New York and Los Angeles to celebrate Hispanic Heritage Month — not as a marketing exercise, but as a genuine investment in community. My role was to bring those moments to life visually, across nine events, wearing whatever hat the work required: graphic designer, art director, creative director, illustrator, set designer, production designer. Sometimes all on the same day.
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 rather than generic and 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
The creative director trusted me with the full concept — the theme, the visual world, the entire look and feel of the event. 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 truly lovely.
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 truly lovely.
LA STREET VENDORS – FOOD CART BRANDING
Perhaps the most human part of the project. Adidas provided brand new street food carts to Latino vendors in LA and each cart needed its own visual identity. I worked directly with each vendor's story and visual aspirations to create custom branding that was authentic to them. Not a template applied across the board. Each cart got its own personality, its own colors, its own character, its own treatment. Each one a small brand unto itself.
It was the kind of work that reminds you why design matters beyond the screen.
It was the kind of work that reminds you why design matters beyond the screen.
FIRULAIS KITCHEN
JUANITO EL ABUELITO
LA TIENDITA
