Austin FC 2022 Schedule Launch

Austin FC

Creative Director + SFX Artist

The Ask: Create a 360° campaign to launch Austin FC's 2022 schedule and drive regular season ticket sales in a way that breaks through the noise of traditional sports marketing.

The Idea: Austin lives for live music, so we launched our soccer schedule like a concert tour. Rather than a typical sports announcement, we created an authentic music experience that spoke Austin's language. We partnered with Black Joe Lewis and the Honeybears to produce an actual music video set at the legendary Hotel Vegas, complete with guest cameos, local skaters, a rubber chicken, and our most passionate supporters as the crowd. The schedule reveal was woven organically into classic music venue elements—setlists, posters, and stage banter. Our supporting campaign for single-match tickets took direct inspiration from iconic music festival poster design, making each game feel like a can't-miss show.

The Execution:

• Hero Content: Full music video production featuring Black Joe Lewis and the Honeybears, shot at Austin's iconic Hotel Vegas with authentic venue atmosphere and supporter integration.

• Schedule Integration: Seamlessly incorporated match dates and opponents into natural music venue elements rather than forced product placement.

• Campaign Extension: Developed music festival-inspired poster designs for individual match promotions, maintaining the live music aesthetic across all touchpoints.

• Activation: Extended the music theme across digital, print, and social channels to create a cohesive campaign experience.

The Results:

• First-of-its-kind approach: Created an unprecedented schedule launch format that had never been executed in professional soccer

• Market leadership: Significantly outperformed competitor campaigns across all metrics

• Social dominance: More than doubled Twitter engagement compared to peer MLS markets

• Cultural impact: Successfully positioned Austin FC within Austin's music culture, differentiating the brand in a crowded sports landscape

:15 OTT Digital Cutdown

:30 Spanish Broadcast Cutdown

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