Austin Hasta La MuertE

Austin FC 2022 Playoff Campaign

Creative Direction

THE ASK: Create a playoff campaign for all of Austin.

THE IDEA: To mark this historic moment in Austin’s history, we created a campaign slogan Austin Hasta La Muerte, Austin till I die to rally the city behind the team.

THE EXECUTION: Inspired by Austin’s Iconic neon signage and nightlife, AHLM elements were created based on this look and feel. We sticker bombed the city, shot an AHLM tattoo content piece, and created a mural that added more to our playoff legend for each round of the playoffs in downtown Austin.

THE RESULT: A campaign that sold out tickets in seconds, recorded record merch sales, a standing room only playoff party in downtown Austin, and playoff social coverage that beat our home opener numbers on social.