Creative Director | Amazon x 3BRAND Custom Jerseys
Video campaign concept development and art direction
For the Amazon x 3BRAND custom jersey collaboration, I developed two narrative-driven video concepts centered on the emotional meaning of uniforms. Rather than positioning the jersey as a product, each concept reframes it as a symbol of belonging, identity, and commitment to the team.
Both concepts were designed to balance cinematic storytelling with clarity and accessibility, allowing the customization experience to feel intuitive while maintaining a warm, human tone.
Role: Concept development, creative direction, narrative storytelling, and presentation design.
Concept One: The Unifying Thread
The Unifying Thread positions the jersey as a visual and emotional constant connecting generations of athletes and communities. Set within an editorial studio environment, Russell Wilson and Ciara appear against a dynamic virtual backdrop of real teams in motion.
As moments shift across sports and age groups, a single element evolves throughout the film: the color of the uniform. This subtle transition becomes the connective tissue linking players, history, and shared purpose.
The tone is nostalgic, collective, and grounded in the idea that no single individual is the hero. The power lives in the team.
View the full creative deck here. 
Concept Two: The First Win
The First Win reframes success as the moment of commitment that happens long before the game begins. Set inside the Wilson family home, the story unfolds through quiet morning rituals: tying shoes, packing bags, gathering gear.
Soft daylight and warm interiors ground the narrative in intimacy and realism, allowing the jersey to emerge naturally as a symbol of readiness and unity. Customization becomes part of everyday life, reinforcing the idea that creation belongs to everyone, not just professionals.
The film closes in celebration, emphasizing that every victory begins with choosing to show up together.
View the full creative deck here. 
