CHARCOAL PITCH F.C. & MLS | ELEVATING JUNETEENTH

Client |MAJOR LEAGUE SOCCER with CHARCOAL PITCH F.C.

Charcoal Pitch F.C. Founder Mel D. Cole sought the collaboration of Aaron Hansen to create a project that would truly resonate with audiences, celebrating Juneteenth for Major League Soccer (MLS). Recognizing the potent combination of art and sports in driving social justice, Aaron Hansen took on the role of strategic backbone and executive producer for the initiative.

A central focus of the project was the development of a content strategy for Juneteenth, aiming to honor African American history and generate support for Black impact organizations through Black Players for Change. Aaron introduced an innovative approach to jersey customization, collaborating with artist Gianni Lee to seamlessly blend culture, fashion, and sports.

To amplify the project's impact and ensure its message reached a global audience, Aaron proposed premiering the content on Apple+ as part of the MLS Season Pass. Under Aaron's leadership, the campaign's imagery received overwhelmingly positive digital feedback, garnering millions of impressions across various social media platforms.

The campaign not only achieved digital success but also fostered a sense of community and inclusivity within Major League Soccer (MLS), demonstrating the transformative power of art and sports coming together. It exemplified MLS's ongoing commitment to promoting positive social change and racial harmony.

Disciplines

  • Connecting People & Brands: Aaron's strategic vision facilitated a partnership between Charcoal Pitch F.C., MLS, and the Juneteenth message.

  • Talent Curation & Artist Partnerships: Leveraging his expertise, Aaron played a pivotal role in selecting Gianni Lee as the face of the jersey design, merging creative brilliance with the overarching goals of MLS and BPC.

  • Content Strategy & Development: With a carefully orchestrated narrative, Aaron ensured that the content was not only engaging but also relevant and impactful.

  • Content Creation: Collaborating closely with Mel D. Cole, Aaron facilitated the production of standout content, whether in video or photographic form.

  • Trend Research: Aaron's awareness of current societal dialogues ensured that the campaign remained relevant, timely, and resonated with the pulse of the times.

THE PHOTOSHOOT

All photos copyright Mel D. Cole

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