JAI BHATIA
 ART DIRECTOR & LEAD DESIGNER
EST INFORMATION

MLS X Marvel

CLIENTAdidas

YEAR2023

CATEGORYProduct Launch Campaign & Playbook
In collaboration with Adidas and Marvel, we designed the launch rollout for a specialized third kit across all 29 Major League Soccer clubs.

We merged high-fidelity CGI with classic comic book aesthetics to reveal a co-branded collection of jerseys, apparel, and collectibles. The rollout featured a 3D animated teaser, 3D product renders and an animated short video that brought star MLS players directly into the Marvel universe.
 We also designed a playbook featuring a visual system pulling from the iconic style of 1960s Marvel comics. The goal of the playbook was to maintain a cohesive look and feel at the league level while allowing each of the 29 clubs to inject their own personality into the campaign rollout.

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My Role & Credits

As the intermediate designer on this project, I co-pitched the initial art direction territories and helped shape the launch narrative, from ideating the 3D teaser concept to defining superhero powers for the featured MLS players. 

I then moved into full production, developing the custom campaign wordmark and designing a comprehensive suite of social, web, retail, and club template assets for the localized playbooks. My Role & Credits

Additionally, I briefed the Marvel illustrators, oversaw 3D product asset production, and prepped all final playbook files for delivery. 

Made in collaboration with Monks, WKNDHRS and Marvel Team. My Role & Credits

PRODUCTIONSummer Jackson
Colin Davis
Shannon Kenedy

CREATIVEDanilo Nagura
Julia Grzeskowiak
Paula Gutierrez
Rodrigo Fernandez

STRATEGYRyan Johansen
Katherine Rosenbaum

COPYRyan Hanson

Next Project
Meta Store

Based in Toronto working globally.

COLLABORATIONSmadebyjai.b@gmail.com
SOCIALSInstagram
Are.na










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