Athletic Club Boise
From the beginning, the goal was to build a club that felt like it belonged to Boise from day one.
I've been involved since those earliest stages. Helping finalize the brand while crafting direction and strategy before a ball was ever kicked. My work has centered on shaping the club's voice, stories, and campaigns, helping transform a new organization into something people can believe in, connect with, and call their own.
As Athletic Club Boise grows, the work continues: building belief, creating culture, and helping turn Boise into a true soccer city.
BRAND DEVELOPMENT + LAUNCH
Before Athletic Club Boise could take the field, it needed an identity people could believe in.
The club's crest reveal was the first public introduction to what Athletic Club Boise would become. The reveal video introduced the values, symbolism, and ambition behind the club while creating a moment worthy of the occasion. Debuting in front of more than 5,000 supporters, the film helped transform a brand reveal into a shared experience and marked the beginning of a story the city could rally around.
HOME KIT REVEAL
A jersey can tell you a lot about a club. This one told a story about a city.
"This Kit is Boise" introduced Athletic Club Boise's inaugural home kit through the people, places, and culture that make Boise what it is. More than a product launch, the campaign was a declaration of identity, a reflection of the club's commitment to being built by Boise, for Boise.
The reveal culminated at the historic Egyptian Theatre, where supporters, community leaders, and club ownership gathered to see the kit for the first time. Through film, storytelling, and community participation, the moment transformed a jersey into something bigger: a symbol of a city beginning to see itself in its club.
THE EVENT
MEDIA DAY
For Athletic Club Boise, Media Day was the moment the brand stepped off the page and into the room. Custom motion graphics, built specifically for a massive LED backdrop, transformed a traditional content shoot into an immersive club experience. One that reflected the ambition, professionalism, and identity of the organization.
The result was more than photos and videos. It was one of the first moments players, coaches, and staff came together under a shared banner, helping establish the culture and connection that would carry into the club's inaugural season.
KIT REVEAL STORIES
Each Athletic Club Boise kit was developed as a love letter to a different part of the community. From the Basque traditions preserved at the Boise Fronton to the agricultural heritage represented by places like Purple Sage Farms. Rather than simply unveiling new jerseys, these campaigns used storytelling to celebrate the people, histories, and institutions that have shaped the city.
By connecting the club to Boise's culture, each kit launch became another opportunity to strengthen the bond between team and community. The jerseys gave supporters something to wear. The stories gave them something to believe in.
GAME DAY
These game-day films were created to capture the emotion, energy, and significance of Athletic Club Boise's biggest moments. Combining cinematic storytelling, dynamic editing, and the raw passion of supporters, each piece was designed to help fans relive the highs, celebrate the victories, and stay connected to the club long after the final whistle.
More than highlight reels, these films became extensions of the matchday experience—turning moments into memories and building anticipation for the next chapter of the season.