Creative Direction · 360° Campaign · Work in Progress
Final campaign in production — release Q4 2025
Football as a driver of change
In Colombia, thousands of children see football as more than just a sport: it’s an opportunity to learn, grow, and dream.
90+ is a foundation strategy created to tell these stories and to promote the game as a tool for social transformation, in partnership with Save The Children.
90+ is a foundation strategy created to tell these stories and to promote the game as a tool for social transformation, in partnership with Save The Children.
As Creative Director, I'm leading the narrative, visual identity, and multi-channel strategy. The challenge: ensuring that every asset — from the logo to the activations — conveyed purpose, emotion, and unity.
Phase 1 — Teaser
Build intrigue. Spark conversation.
We positioned the concept of “the real cracks who make the game possible” through a powerful visual system and aspirational tone.
We positioned the concept of “the real cracks who make the game possible” through a powerful visual system and aspirational tone.
Phase 2 — Launch
Real stories. Authentic settings.
The official reveal: placing children and their communities at the heart of the campaign.
The official reveal: placing children and their communities at the heart of the campaign.
Phase 3 — Sustainment
Keep the conversation alive.
The campaign extends beyond launch, staying relevant through grassroots and media presence.
The campaign extends beyond launch, staying relevant through grassroots and media presence.
This campaign showcases how purpose, design, and storytelling can come together to inspire and mobilize.
Every phase of "Cracks de todos los días" is built around one goal: enabling more children to play, learn, and grow with football as their ally.
Every phase of "Cracks de todos los días" is built around one goal: enabling more children to play, learn, and grow with football as their ally.
Exclusive preview — first cut in WIP. Official release in the upcoming phase.
