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Experience.Monks worked with adidas and Major League Soccer (MLS) to launch the new 2023 MLS Jerseys. We created REAL KNOWS REAL, a compelling digital, retail, and social campaign that showcased real fans, centered around authentic soccer cultures from clubs across North America.


The toolkit was co-created with the 29 clubs to capture their authentic team terrace, culture, and club pride. It includes photography of real fans; graphics, symbols, and elements distinct to each club; maps of origin; phrases and expression; 3D animated team crests that tease out jersey patterns; and 3D jersey renders for the final reveal.


My involvement was comprehensive across the entire project for all 29 MLS teams, including: collaborating with graphic designers, creating and animating the 3D crests, animating the 2D graphics, building the system and template structure, and ensuring brand consistency.

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