XGames Winter + Summer athlete centric advertising campaign designs

Project Goals

XGames was looking to connect it’s brand with it’s top performing athletes across it’s winter and summer events. The goal was to integrate them into the brand look and unique locations for the year.

I developed the overarching design philosophy, photography treatment, master layouts and styles for each successive campaign. The master elements, guides and files were then handed over to XGames to version out across a range of media.

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XGames Winter

For Xgames Aspen 2024 ad campaign the 3D logo was paired with exploding snow particles that framed and revealed the athletes within. This core element was also used to treat the photography and create clean areas fro typography.

A unique logo was designed which integrated in the mountain peaks of Aspen into the negative space below X. Additionally the core design look was expanded out to show how single or multiple athletes would work in the campaign.

Style guide

A winter inspired color palette and a bold typography system rounded out the campaign design.

Logo design

To connect the XGames brand with the venue a graphic representation of the mountain peaks was developed. A range of logo explorations were presented to client to show a variety of potential directions.

Overarching campaign

For the overarching campaign design the exploding X anchored the design with a variety of athletes exploding outward from it.

XGames Summer

The design for XGames California 2023 campaign took it’s inspiration from the iconic California coastline. From sunset skies to palm trees the environment was integrated into the brand and wrapped around the athletes.

A full range of template elements were designed from the campaign posters to custom train wraps, wild postings and social examples.

Style guide

A California inspired color scheme was paired with the XGames red tieing the whole campaign together. For the typography a modern condensed sans serif font was used to contrast the retro inspired logo. 

Athlete Poster Design

Taking inspiration from the hero poster, each individual athlete was pulled out separately and featured in a series of wild postings and social posts. The static talent portrait was contrasted against their action shots and framed by the XGames brand X.