The Hemisfair City Edition uniforms reimagined the 1968 World’s Fair as a two-chapter design and storytelling system spanning the 2023–2025 NBA seasons. A bold departure from the San Antonio Spurs’ traditional silver and black, the series translated the optimism and visual language of the late ’60s into a contemporary on-court identity rooted in culture, design, and experimentation. Iconic. Epressive. Unforgettable.

This two-part Hemisfair campaign ushered a bold evolution in storytelling and design. Each season introduced an original uniform as a distinct chapter, built on an era-inspired design system influenced by midcentury modernism, futurism, and expressionism. Custom typography, graphic elements, and motion design formed a flexible visual framework that extended seamlessly across platforms, from digital and social to broadcast and retail. The Hemisfair City Edition campaign demonstrated how creative can anchor narrative, blending authenticity and innovation through the lens of basketball and culture.

Leading creative direction, I drove the vision from concept through execution, aligning the brand around a cohesive system built to scale across every touchpoint. My team developed and designed both uniforms, built a modular visual system adaptable to real-time content needs, and executed full campaign rollouts. Hemisfair evolved into an immersive brand platform, transforming physical and digital spaces into layered experiences, weaving long-term fandom with a modern, disruptive evolution in the team's uniforms.