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X GAMES
PROJECT DETAILS
CLIENT — X Games
CATEGORY — Campaign Development, Branding,
Social Media, UX / UI
ROLE — Art Direction, Lead Designer
For the 2020 X Games series, I set out to merge the raw spirit of X Games culture with modern design sensibilities. This approach laid the groundwork for a successful pitch and a high-impact campaign that returned for Winter X Games 2021 and continued to evolve through the 2022 event seasons.
The campaign’s longevity was rooted in its ability to stay fresh while remaining true to the brand’s voice—blending street culture, action sports energy, and forward-thinking visuals to connect with the X Games audience across platforms.
In 2019, I had the opportunity to direct renowned artist Spencer Keeton Cunningham for the campaign’s development, shaping the collaboration into a cohesive visual experience that aligned with X Games’ identity.
2020 - 2022 CAMPAIGN DEVELOPMENT
Overall Campaign Design
marketing campaign/creative directon
Bringing together bold typography, street culture influences, and action sports energy, the campaign posters captured the dynamic spirit of X Games. These designs balanced rawness and refinement, serving as visual anchors across digital, print, and on-site environments while celebrating the athletes, artists, and culture that define the brand.
marketing Strategy
LIFESTYLE & MARKETING
NEWSLETTER
NEWSLETTER
Monthly email campaign highlighting music talent, athlete features, and behind-the-scenes stories.
ON–AIR
PROMOS
PROMOS
Full-screen and lower third promo screens designed for on-air broadcast coverage.
XGAMES X MUSIC
Cross-platform screens deployed via on-site digital signage and social media to support artist integrations and event programming.
NEWSPAPER & PRINT
ADS
ADS
Locally distributed publication ads created to expand reach in host cities.
PROMOTIONAL
SWAG
SWAG
Custom promotional and branded materials designed for on-site visibility and audience interaction.
2019 CAMPAIGN DEVELOPMENT
OVERALL CAMPAIGN DESIGN
marketing campaign/creative directon
Partnering with renowned artist Spencer Keeton Cunningham to shape the creative vision for the campaign, we blended his unique artistic style with the X Games identity. This collaboration resulted in a set of campaign-ready assets that captured the energy, spirit, and culture of the brand.
marketing Strategy
XGAMES X MUSIC
Cross-platform screens deployed via on-site digital signage and social media to support artist integrations and event programming.
PROMOTIONAL
SWAG
SWAG
Custom promotional and branded materials designed for on-site visibility and audience interaction.
