Juventus FC + Burnley FC | Campaign Concept + Art Direction
VISIT DETROIT x
GLOBAL FOOTBALL PARTNERSHIP
Role: Lead Art Director l Launched: September 2025
THE SETUP
Visit Detroit partnered with globally recognized football clubs Juventus FC and Burnley FC to expand Detroit’s presence on an international stage.
As part of this multi-year partnership, Visit Detroit became a front-of-shirt destination partner—placing the city directly in front of millions of global fans.
THE OBJECTIVE
To art direct a high-energy campaign film that translates Visit Detroit’s global football partnerships into a compelling visual story.
Through curated footage selection, motion-driven frame development, and
a structured narrative approach, the piece was designed to highlight the strategic value of partnerships with Juventus FC and Burnley FC.
THE PROBLEM
Detroit has global recognition—but not global relevance as a travel destination.
While the city is known for its history, it lacks strong visibility in international lifestyle and tourism conversations—especially across European audiences.
THE INSIGHT
The most powerful partnerships aren’t built on visibility alone—they’re built on shared identity.
Detroit, Turin, and Burnley are all cities shaped by industry, resilience,
and reinvention—where grit isn’t a trend, it’s a way of life.
THE BIG IDEA
Connect Detroit to the world through a shared language of grit, pride, and culture.
MY ROLE
Led art direction for the campaign video, shaping the overall visual narrative
and pacing.
Curated and sourced footage, developed key frames and motion direction,
and structured the storytelling to align with Visit Detroit’s global brand strategy.