Apparel Marketing
Role: Creative Direction, Design Lead
Tools Used: Photoshop, Photography
Context
Team Liquid has built a reputation for producing some of the most distinctive apparel collaborations in esports, partnering with major global intellectual properties including Marvel, Star Wars, Naruto, and Demon Slayer. Each collection represented an opportunity to reach audiences beyond traditional esports fans while reinforcing Team Liquid’s identity as a lifestyle brand within the industry.
Across these collaborations, I lead the creative direction for several apparel marketing campaigns. I worked closely with production teams, marketing leads, and external partners to develop visual identities and promotional assets that supported each collection’s launch while maintaining a cohesive brand presence.
Creative Direction
Each new collection presented a unique creative challenge. Working alongside globally recognized IP brands required navigating complex approval processes and adapting creative ideas to fit within strict brand frameworks.
For each collaboration, I began by working with internal teams to establish the overall visual direction for the campaign. This included exploring visual references, developing moodboards, creating style guides, giving posing direction, and defining how the apparel would be presented across photography and promotional graphics. At this stage in production I often implement AI tools to aid in creating quick and effective style references.
Execution
Once the creative direction was established, I worked with both the marketing and production teams to translate the concept into a full campaign. This included planning the visual approach for campaign photoshoots - identifying the environments, lighting, and compositions that would best highlight the apparel.
During production I was often on-set, collaborating with photographers and the production team to ensure that the visual direction remained consistent with the original concept. Simultaneously, I developed the graphic systems that would support the campaign across social media and paid media placements.
Results
The resulting campaigns combined photography and graphic design to create a visual language that showcased the apparel while reinforcing both the Team Liquid brand and the identity of each collaboration partner.
Each launch featured a collection of promotional graphics and photography that were used across social media, paid media campaigns, and announcement materials.
Impact
These collaborations played a significant role in establishing Team Liquid’s reputation for producing some of the most recognizable and desirable apparel in esports.
My contributions have directly led to some of the most successful apparel drops in esports history - the Naruto collection sold out in less than 24 hours. The success of the Star Wars x Team Liquid apparel drop resulted in additional collaborations with Disney, continually elevating Team Liquid as the premiere esports apparel partner for third-party brands.