scope & challenges
At A&A Sports, I worked within the art director’s team on large-scale campaigns for Winline, RPL, football clubs and commercial partners. Each central idea had to extend into key visuals, social and motion content, merchandise, stadium graphics, brand zones and interactive activations.
The challenge was not creating one striking image but preserving the idea across many formats, tight event schedules and different production constraints. Digital placements, venue graphics and physical applications were often produced in parallel but still needed to feel like one campaign.
My role connected creative development with delivery: I helped translate the art director’s direction into a workable visual system, prepared key assets, coordinated adaptations and kept execution coherent across formats.
approach & impact
I developed visual directions and reusable principles for composition, typography, colour and image treatment, then carried them into production with design, motion and 3D specialists. I reviewed adaptations, resolved inconsistencies and separated formats requiring bespoke craft from those the system could support.
This approach was applied across Winline Winter Cup, Heroes of RPL, Match of the Round, street football and padel, as well as Win City and SBP × KHL activations.
The result was a reliable bridge between art direction and production: campaigns expanded across digital, event and physical touchpoints without losing their visual character, while specialists received a clear framework for working within one shared language.
