adidas | World Cup 26 "Somos Mexico"

adidas came to us to launch the Mexico FMF World Cup jersey with an in-store event featuring Jenn Torres, a LA-based creative known for celebrating Latina identity, family, and community through fashion. I saw an opportunity to go further and pitched a narrative piece rooted in her upbringing and why soccer runs so deep in Mexican culture.

Our team collaborated with Jenn to produce the full activation around that story. A custom tattoo area, airbrushing station, taco stand, DJ, bounce house, and a branded pickup truck with a bed full of flowers. Everything was intentional. It felt like a block party that happened to have a jersey at the center of it.

I led creative direction and directed the shoot, balancing documentary realism with cinematic storytelling. We captured the energy of the event, the community, the details. The edit leaned nostalgic, warm, specific to Jenn's world.