MIA SAN MIA
Bayern Munich
From The Pitch To The Feed
Role: Creative Strategist & Lead Designer
The Brief: Overhaul Bayern Munich's U.S. social presence — elevating the brand while making it resonate with North American fans.
Problem: FC Bayern is one of the biggest clubs in the world, but their U.S. social content wasn't matching the brand's stature. European football competes for attention alongside the NFL, NBA, and MLB in the American market. The content needed to feel distinctly Bayern without alienating fans who didn't grow up watching the Bundesliga.
Insight: American sports fans respond to cultural crossover moments — not just match content. If Bayern could show up naturally in conversations around the NFL, pop culture, the Masters, or the holiday season, that's how you grow a fanbase. You don't make fans come to you — you meet them where they already are.
Design Intent: I designed a content ecosystem spanning matchday graphics, goal graphics, cross-promotional campaigns (LAFC, Kansas City Chiefs, NFL Munich), seamless carousels, and moment marketing — all built to stop the scroll while staying true to "Mia San Mia." Holiday content included a branded yule log built entirely in Blender. Video work ranged from cinematic hype trailers to reactive topical pieces.
Tools: Procreate, Photoshop, Blender, Premiere Pro, After Effects.
Outcome: 25% follower growth, 100% increase in engagement across a 4-year engagement (2021–2025).
Matchday Graphics
Seamless Carousels
Video
Holiday Social Content Conceptualized and produced a branded holiday yule log video for Bayern Munich's social media channels, built and rendered entirely in Blender with compositing and finishing done in After Effects. The initial concept was a festive, on-brand piece designed for passive, long-form viewing during the holiday season with a tie-in to Amazon's Bayern Munich: Behind the Legend documentary. The final version was much shorter cut than intended.
Hype/Announcement Content Edited a high-energy promotional trailer announcing the NFL's arrival in Munich, cut in Premiere Pro with a cinematic, dark aesthetic inspired by The Batman. Crafted to build excitement and cross-cultural appeal, bridging Bayern's fanbase with an American football audience.
Topical/Moment Marketing Produced a motion graphics post tying Bayern Munich into Masters Tournament conversation, featuring a seamlessly composited waving Masters flag replaced with the Bayern crest. A timely, culturally relevant piece created for Instagram as part of the club's reactive social calendar. Created in Blender.