With the bulk of Rockstar Energy’s past creative and marketing efforts anchored to “bro” and “hustle” culture, the brand wanted to take a step into a new direction and came to the Bindery and me to bring a tone shift and more docu-style approach to capturing the story of one of their biggest athletes and captain of LAFC: Carlos Vela.

With a short window to concept and an even shorter window to shoot across LAFC and Vela’s busy game schedule, we broke down the journey, the rise, and the mindset behind being a rockstar on and off the field.

Our solve: keep the energy moving and match the twists and turns of Carlo’s touches from his home pitch of Mexico, to Europe, and back to the Americas, showing that balance is what’s kept him focused and in the game, taking the pressure, and laughing it off into being LA’s own rockstar.

MEDIA  Content / Social
ROLE  Group Creative Director / AD / CW - Freelance
PRODUCTION COMPANY  The Bindery

With a 2-minute hero asset for in-arena broadcast, as well as social and digital support with 15 and 30-second assets, Carlo’s story, drive, and passion for the game and family bring his entire pathway and process to life - playing it all his own way.