What I was walking into

Foot Locker needed one campaign to carry three connected assignments: reboot the FLOW Original identity, tell a Latinx Heritage Month story through BallisLife and its Home Grown collection, and create a public program for families at the Downey store. Each workstream was moving on a different production schedule.

What caught my attention

The campaign did not need borrowed cultural symbols. Jason Rivera-Torres and Christy Reynoso carried heritage through their own biographies, while Matt Rodriguez connected the story to the origins of BallisLife. The people and the brand already contained the meaning the campaign needed.

What I shaped

I rebooted the FLOW Original logo system and developed the toolkit that governed every later deliverable. I wrote and designed the activation deck, developed the content strategy and storyboards, and directed both campaign shoot days across interviews, shot direction, talent styling, product coordination and set details. I then managed structured client-review rounds through final delivery and designed the environmental, promotional and signage system for the Downey program.

What became real

Three profile films featured Jason, Christy and Matt, supported by 4x5 and 9x16 photography and 35mm film selects. Campaign imagery appeared on footlocker.com and connected directly to the Home Grown collection. The Downey event extended the identity through basketball gaming, printed and digital photo keepsakes, hospitality, music and a complete environmental-graphics package.

What stayed with me

The identity became infrastructure. Because the FLOW Original system was resolved first, the films, photography, web placement, environmental graphics and event materials could extend one campaign instead of becoming separate creative exercises.