INDUSTRY
What We DoHow We Do ItWho We AreINDUSTRY ONE

Club America

A group of people poses around a white pickup truck with black and blue flame decals, parked in an outdoor lot near a fence and trees.

Nike

From Chilangos to Chicanos

Approach

We tapped into the raw energy of the community that has always carried this jersey with heart. In collaboration with Nike and Paisa Boys, we rooted the campaign in a truth: this jersey belongs to the people.

We created “From Chilangos Para Chilangos”—a metaphorical and literal block party that celebrated the vibrant spirit of Mexico City and its cultural echoes in the U.S. We shot real people in real neighborhoods—celebrating the lives and spaces that gave the jersey its meaning.

At the center of it all: a troca—a truck that symbolized migration, hustle, and connection. A visual homage to the journeys so many have taken, crossing not just borders, but generations, traditions, and identities.

Challenge

How do we launch an expressive new Club América jersey that culminates years of powerful partnership with Nike—a jersey that has not only represented a club, but also symbolized identity, pride, and cultural connection for Mexicans across borders?

This wasn’t just another kit drop. It was the closing chapter of an era that needed to honor its legacy and celebrate its impact—on both sides of the border.

Solution

We built a powerful campaign rooted in authenticity, celebration, and cultural pride. “From Chilangos to Chicanos” became more than a slogan—it was a declaration of unity.

Through photography, storytelling, and a shared visual language, we bridged CDMX and LA, honoring the Club América community across geographies. This campaign wasn’t about a product—it was about legacy.

We turned a jersey launch into a tribute to the people who have worn it with love—from the streets of Iztapalapa to the barrios of East LA.

A person with short hair and glasses leans out of a car window, looking to the side. The car has a roof rack and the sky is clear.
A young man wearing glasses, a graphic t-shirt, and gold jewelry poses in front of a decorated car with large speakers on the roof.
A woman stands outdoors in front of a fence displaying various shirts and jackets. She has long dark hair tied back, wears hoop earrings, and is dressed in a printed shirt and corset-style top.
A woman with a long braid and hoop earrings wears an orange hoodie and gold necklaces, standing outdoors in front of colorful flags and a metal fence.
A person wearing a burnt orange hoodie, patterned skirt, chunky belt with jeweled buckle, gold jewelry, and green nail polish stands outdoors with one hand on their chest.
Two people sit at a table outdoors, both wearing maroon jackets. A white pickup truck and colorful banners are visible in the background.
A man in a cowboy hat and brown shirt with a large white symbol on the back leans against a red truck, with a fence and tree in the background.
A young man stands on top of a vehicle roof beside large speakers. The windshield has a sign that reads "LO MÍO NO ES SUERTE." A clear blue sky is in the background.
A white truck with black flame decals has a graphic black and white shirt draped over its side mirror.
Three people pose in front of a white truck with custom black and yellow designs; one leans on the truck, one stands, and one crouches on a blue crate. It's a sunny day.
Two people stand together outdoors, viewed through a car window. The woman wears a white layered skirt, and the man wears a red jacket and LA cap. Bright graffiti is visible in the background.
A white and black graphic T-shirt hangs on a fence, surrounded by brown, yellow, and blue athletic clothing and sneakers displayed outdoors.
A graphic t-shirt with black and white designs is draped over the dashboard of a vintage car with a colorful windshield visor and black vinyl seats.
Black and white graphic T-shirt draped over a car dashboard, with cartoon-themed air fresheners hanging from the rearview mirror and a colorful fence visible outside the window.
A person stands outside on a sunny day near a corrugated metal fence with graffiti and posters. The ground casts a long shadow.
A tattoo artist in a beanie and gloves tattoos the forearm of a person lying on a black chair in a studio with various equipment and decor.
Five people pose together outdoors in front of a fence displaying clothing, with sunlight casting shadows and one person standing near a soccer ball.
Assorted posters with bold graphics and text, including one that reads "FROM CHILANGOS PARA CHICANOS," are displayed on a corrugated metal wall.

Client

Nike

Year

2025