Los Angeles Chargers Gameday Creative

Los Angeles Chargers

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The 7th Annual Awards

Nominee ✨

• Best Art Direction

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ABOUT THIS ENTRY

The Chargers redefined gameday art direction at SoFi Stadium, creating a cohesive visual system that blends historic eras with a modern storm identity across one of the most advanced canvases in sports.

How does this represent "Excellence in Engagement"?

This work stands out through its commitment to cohesive, system-driven art direction rather than one-off visuals. Every element is designed to feel part of a larger visual world. The storm identity acts as a unifying thread, while era-based design cues add depth and variation without disrupting consistency. This balance allows the creative to feel both dynamic and intentional.

The scale and execution amplify engagement. By designing specifically for the Infinity Screen, the visuals fully surround fans, using motion, contrast, and timing to guide attention and enhance key moments.

Most importantly, the art direction strengthens the emotional connection between fans and the brand. It creates a clear, recognizable identity that fans can associate with the Chargers experience—one that feels immersive, modern, and rooted in history. This level of cohesion, adaptability, and visual storytelling defines a best-in-class approach to art direction in a live sports environment.

Objective

In 2025, the Chargers introduced two alternate uniforms rooted in distinct eras of franchise history. Our objective was to translate those influences into a unified art direction system that could live beyond the uniforms and shape the entire gameday environment.

We aimed to capture the bold attitude of the ‘90s–’00s through the “Super Chargers” theme and the heritage of the ‘70s–’80s through “Charger Power,” while anchoring everything in our modern brand identity—“See the Lightning, Feel the Thunder.”

Gameday is our most visible brand expression. The goal was to ensure every visual element—from motion graphics to in-stadium displays—felt intentional, cohesive, and unmistakably Chargers. Using the Infinity Screen as our primary canvas, we built a dark, electric storm aesthetic that could flex across themes while maintaining a consistent visual language.

Strategy & Execution

Our art direction centered on blending legacy inspiration with contemporary design. We referenced vintage Chargers LED lightboards—bold typography, high-contrast graphics—and reinterpreted them through modern motion design for the Infinity Screen.

We developed a modular visual system that allowed us to adapt creatively for alternate uniforms, theme games, and playoffs without losing cohesion. Core elements—storm textures, lighting effects, and color treatments—remained consistent, ensuring every execution felt connected.

Precision was critical. The team conducted weekly in-stadium run-throughs to test scale, motion, and timing, refining how each element translated across the massive Infinity Screen. This hands-on approach ensured that creative decisions held up in a live, immersive environment.

The result was a fully integrated art direction system where every asset—player intros, stat graphics, and crowd prompts—worked together as part of a single visual narrative.

Organizations

• Los Angeles Chargers

Links

•   Website

Credits

Jason Lavine
SVP of Brand Creative & Content
Los Angeles Chargers

Megan Julian
Vice President of Digital Marketing and Social Media
Los Angeles Chargers

Tyler Brazas
Director of Art & Creative Services
Los Angeles Chargers

Arthur Castillo
Senior Motion Designer
Los Angeles Chargers

Patrick O’Reilly
Lead Designer
Los Angeles Chargers

Trevin Kalick
Social and Digital Media Designer
Los Angeles Chargers

Jorge Rodriguez
Brand and Visual Identity Designer
Los Angeles Chargers

Emma Breen
Graphic Designer
Los Angeles Chargers

Jacqueline Mang
Partnerships Designer
Los Angeles Chargers

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Join us for the 7th Annual Hashtag Sports Awards™ on the evening of June 24, 2025 as we celebrate finalists and reveal the winners of this year's awards live during the show.