The 2024-25 City Edition campaign began with solving the problem of designing a campaign around a jersey that we didn’t actually have in hand. As a solution we leaned into an illustrative strategy to visually represent the jersey for this campaign.

The initial campaign was then expanded to launch the uniform release as well as the merchandise collection for our retail store, the Kings Team Store. By pulling elements from the initial creative, we unified the full city push accross all platforms.

I led the creative direction and design execution for the Sacramento Kings 2024–25 City Edition jersey campaign across retail, digital, and in-arena environments.

art direction
Nichole Amberg
Ryan Brijs
‍
jersey design
Ryan Bryis
‍
photography
Conner Schuh
‍
motion
Gian Montes