D I G I T A L

ABU DHABI, ORLANDO, NASHVILLE

During the 2019 Major League Soccer preseason, I traveled with New York City Football Club to Abu Dhabi, Orlando and Nashville. At the end of the trip, I created a sizzle to recap the incredible trip.

5 QUESTIONS

A part of our digital marketing plan at New York City Football Club was to help our fans get to know our players off the field. I filmed, edited and designed the assets for this series.

TEAMMATES

I conceptualized, managed the set, filmed and edited this series in 2019.

24 HOUR GAME ROCKEFELLER CENTER

Ahead of the home opener for their 3rd season, New York City Football Club held a 24 hour soccer game at Rockefeller Center.
It was a nonstop, 6 vs. 6 game, with players subbing in over the course of 24 hours. Team Patrick Vieira vs. Team David Villa.

I was part of the Marketing Team that planned, executed and promoted this event. I was responsible for videography and editing, as well as digital asset management and communication with the external production agency. Later that year, the successful execution and promotion of this event earned us the Major League Soccer Marketing Team of the Year Award.

24 Hour Game at Rockefeller Center | #SoccerNeverSleeps Edited by: External agency

EXPERIMENTATION

In 2018, New York City Football Club asked me to bring to life their “On The Line” article series. Initially intended for internal marketing usage, its success quickly turned it into a broad, external series. The articles were written in blog-format and were meant to inform fans of underlying statistics and facts leading up to each game. I worked with our writer, Carter Daly, to produce quick-hit, 1-minute videos before each game. Carter did the voiceover and I worked on the video editing; we usually had just 1-2 hours to complete these from start to finish. This was my first time using Photoshop and After Effects on this scale and I really enjoyed experimenting with new platforms and methods of expression. I wanted to add quirkiness to dull facts and put a smile on viewers’ faces. I researched hundreds of edits on social media and Youtube to pick out thought processes for sculpting a series like this. Each week, I went back and studied more content until I found the right stylistic approaches to deliver a fresh product, catered to specific games and reflecting unique opponent personalities.

Within the first season, the series was noticed by New York Lottery, who asked to sponsor it.

Below are some bits and pieces from my favorite results.

ETIHAD CFA UNVEILING| GOPRO

[From official NYCFC release] To celebrate the formal unveiling of the Etihad City Football Academy in NY, members of the New York soccer community, local government and media came together for an official tour of the facility and ribbon-cutting ceremony.

I had a hand in all the videos produced for this momentous step in New York City Football Club’s history, including these two videos. We handed a GoPro HERO6 to one of our day one fans, famous for his pigeon mask during games, to capture content throughout the day. We also had Tommy McNamara, one of NYCFC’s players, give a tour using the GoPro Fusion.

DATA ANALYTICS MEETS NFL

[From official Brandeis International Business School Release] Vincent Xu, MSBA ’20 started a flag football club at Brandeis. His efforts helped him land an internship with the NFL.“The field of analytics is growing very fast,” said Xu. “You can analyze every aspect of a player, from how they hold the ball, how they jump, run, everything. The goal is to identify any advantage to improve performance and prevent injury.”

While earning my Master’s Degree in International Finance and Economics, I pitched the idea to the Brandeis International Business School Marketing Department to do student profile videos. I wanted the videos to be focused on their personality and hobbies rather than Business, while showing how their time at Brandeis had helped them excel in other parts of life. Below was our first piece. I was responsible for production, direction, videography and editing.