I built what we called key sizes, our source of truth. Layout, spacing, and hierarchy locked there first. Everything else scaled out from that, building from the hardest constraint outward. Each campaign ranged from 800 to 1,000 assets across platforms, languages, and formats.

Localization added another layer. Not just swapping headlines. Different languages fundamentally changed how layouts behaved. The goal was maintaining the intent of the original even when the variables changed. Not mechanical replacement, intentional adaptation.

Two moments illustrate what live sports creative demands at its most compressed:

When Lionel Messi signed with Inter Miami, his global fan base became the subscriber acquisition target, not just existing MLS fans. Every creative decision had to account for that distinction. Lead with Messi, lead with the emotion of watching him play, bring them into the platform through that.

Leagues Cup pushed the system harder. Under an extremely compressed timeline, the campaign was built around a single detailed illustration instead of photography. At small sizes you can't just resize, everything breaks. I directed the team to recompose, not resize, prioritizing key elements, simplifying compositions, rebuilding where needed. We also adapted the campaign into motion for Times Square.