U.S. Soccer · USWNT
Team
USA
Creative Director & Director · Ona Creative · 2023
When the U.S. Women’s National Team headed to the World Cup, I got to help them make their entrance. As Creative Director I led the reveal of the team’s new kit — a film built on one idea: progress is all connected, and every generation inspires the next. We displayed the jersey from every World Cup the women have won — a record the men’s side has never matched — and dressed a locker room with the players’ own personal belongings, while historic footage wove through the space, telling the team’s story across generations. It won my first-ever advertising awards: two Silver Telly Awards.
A Team USA kit stands for team and country at once — sport and patriotism in the same object. For all our divisions, Americans still unite around two things: sport, and being the best at it. And the most American thing going is the women’s national team.
Social carried the hype from the journey to the World Cup through the jersey reveal itself. Copy ran short to match the tone of the USWNT’s own page while still doing the work — design inspiration, context, and enough restraint to sound like the team rather than a brand.
The brief in my head was jersey porn — up close, slow motion, every stitch and every detail, shot the way a perfume commercial treats a bottle. The kit deserved that kind of attention.
I also did the colour grading on all of the photography.
The film won my first-ever awards — two Silver Tellys, for Sports and for Narration — and picked up national press including coverage via The New York Times and The Athletic.
For the full reveal of the new home jersey we went after attention with a macro b-roll Reel — and I’ll say it, a sexy one. The reference was beauty and car advertising: sleek, close, a little thirst-trap.
It ran as a montage, each cut landing on one feature of the ’23 kit — the paint-splash design, the gold logo and jock tag, the crest, and the inner pride collar.
