For Necaxa, the challenge was introducing a storied Mexican football club to broader audiences, creating an accessible entry point for viewers less familiar with the team’s history, anchored through the perspective of new investor Eva Longoria.

I led the creative development of the launch trailer, shaping a narrative lens grounded in cultural pride and generational fandom. Through pacing, a culturally relevant cue (“Matador” by Los Fabulosos Cadilacs), and character-driven storytelling, the creative positioned the series as both an underdog sports narrative and a broader exploration of community and belonging.

From here, custom social assets leaned on Rob Mac and Ryan Reynolds, alongside Longoria, leveraging their cultural equity and the success of Wrexham to draw in new viewers while deepening engagement with existing football fans.