MAJOR LEAGUE SOCCER | JUNETEENTH CULTURAL CAMPAIGN

PROGRAM OVERVIEW

Client: Major League Soccer via Charcoal Pitch F.C.
Role: Strategic Architect & Executive Producer
Timeline: 2023
Project Type: Cultural Partnership, Artist Collaboration & Content Strategy

A cultural moment only works if the people it represents are part of building it.

MLS wanted to create something meaningful around Juneteenth.

The challenge was making sure the work didn’t stop at symbolism.

I helped align Major League Soccer, Black Players for Change and artist Gianni Lee around one idea, with a custom jersey serving as the centerpiece of the campaign.

From there, I helped shape the creative strategy, artist partnership and content rollout, with the work premiering through MLS Season Pass on Apple and extending across the league’s channels.

The campaign generated millions of impressions, drew an overwhelmingly positive response and directed support to Black-led organizations.

THE COMMUNITY WASN’T THE AUDIENCE. IT WAS PART OF THE WORK.

That distinction changed everything.

Instead of building a campaign about a community and asking them to react to it afterward, the people closest to the meaning of the moment helped shape the idea from the beginning.

The jersey, artist, players, photography and distribution all worked because they were part of the same story.