Nike Boca Juniors home kit launch campaign

Campaign

2018

At R/GA, I directed the visual identity of Nike “Esto es Boca,” an award-winning brand experience combining campaign storytelling, digital design, art direction and cultural insight for one of Argentina’s most iconic football communities. The project fused sport, identity and local culture into a visual experience recognised with Gold and Silver at El Diente de Oro in 2018.

NIKE Boca Juniors home kit launch

“Esto es Boca” was already a concept appropriated by their fans and the culture surrounding their neighbourhood.

This visual identity is based on the many ways people express their passion for the team on the streets of Buenos Aires.

At R/GA Buenos Aires, my team and I developed the visual identity for Nike “Esto es Boca” — the foundation for a larger campaign celebrating one of Argentina’s most iconic football communities. From there, we expanded the system into a full campaign world, art-directing influencer shoots, product photography, player compositions, and assets featuring Boca’s first-team footballers in the new Nike kit.

The work appeared across Nike Argentina’s digital channels, flagship stores, retail environments, and brand events, creating a campaign presence that felt impossible to miss. Boca moved from club identity into a complete Nike brand experience.