The initial phase of the project focused on defining a clear vision: to develop a collection consisting of a high-performance jersey and jacket capable of functioning both within a competitive environment and in everyday streetwear. After multiple sessions of moodboarding, trend research, and creative development with my team, I built a visual direction that was completely distinct from previous years, reinforcing a more mature and premium identity for GIANTX.
My creative intention was to move away from the typical esports aesthetic and bring the collection closer to the universe of retro football and classic sportswear fashion. Drawing on my previous experience working with clubs such as Betis and Málaga C.F., I designed a jersey with a cut inspired by professional retro football kits: cleaner lines, a strong presence of accent details, and structural elements that added personality without overwhelming the design. All of this was paired with a contemporary fit that balanced nostalgia and modernity.
The jacket followed the same creative philosophy, reinterpreting classic retro sports jackets from a more modern perspective. I paid special attention to the combination of the collection’s three main colors, incorporating metallic finishes on the sleeves to add contrast, dynamism, and a more premium feel to the garment. The goal was to create a piece that is recognizable both in competition and outside of it, capable of connecting with sports and urban culture simultaneously.
In addition to the creative direction, I supervised the entire production process and supplier selection alongside my eCommerce colleague, including sample development, technical revisions, and constant communication with manufacturers. This ensured that every detail—from pattern making and cut to fabrics and final finishes—met the quality, comfort, and durability standards we were aiming for in a collection clearly inspired by elite sportswear.
Carlos Pastor
To maximize the perceived value and exclusivity of the launch, a series of supporting products was developed specifically for the campaign:
The box was conceived down to the smallest detail, featuring custom design elements and messages throughout the packaging, turning it into an experience in itself, where customers would find an additional gift alongside the newly released jersey.
At the same time, my creative direction extended into the campaign narrative with the central claim “Perform Beyond Limits,” which I shaped in terms of tone, visual identity, and meaning within the brand system.
This slogan not only served as a powerful commercial tagline, but also guided the visual direction and tone of all subsequent communications, appealing to the spirit of athletic excellence and self-improvement that GIANTX has always stood for.
Antonio J. Pérez Castellanos
The execution phase required six months of rigorous planning. As Project Lead, my role focused on building a detailed timeline, managing budgets, and coordinating multiple stakeholders, from production teams to marketing and design departments.
For the launch campaign, I pursued a visual aesthetic that combined high performance with streetwear fashion, while also planning the shoot in detail:
LUMENS Studio
Art Director & Stylist
Ecommerce Manager
Audiovisual Manager
Lights & Colour
Markering Director
Talent Manager
Video Assistant
Video Editor
Makeup Artist
Photography
Models