For LA’s Latino fans, the LAFC field isn’t just grass. It’s where they cry, where they scream, where they feel at home without needing to explain it. That feeling existed, but it stayed locked between four white lines. The challenge was to pull it out and put it into every fan’s everyday life.

My role: Senior Copywriter. I wrote the territory narrative and the copy across all the assets.

The idea. Turn Pepsi from just another sponsor into the brand that carries that pride beyond the stadium.

That’s how “A place that fills us with pride” was born, a territory that united Pepsi and LAFC under one shared feeling. From that insight came a full 360 campaign, an anthem that put words to what every Angelino already felt, social content that replicated that energy match by match, physical activations where fans literally played on top of the brand’s message, and even a media kit with a jersey, a ball and merch that turned every follower into an ambassador of the place that fills them with pride.

The result. A campaign that never asked anyone to become a Pepsi fan. It just reminded every Angelino why they already were one, without even realizing it, thanks to LAFC.