Lucio is a global brand marketing executive with over 14 years of experience with a focus on sport, lifestyle and tech marketing. Lucio is an experienced producer of integrated brand and product marketing campaigns, creative content, talent partnerships, large scale events and brand announcements.
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Recent Campaigns
To celebrate Leo Messi’s final FIFA World Cup we created the most Impossible game of Rondo in the world, putting Messi up against the only worthy opponent: 4 past versions of himself.
To launch the 2022 adidas World Cup brand campaign we developed a film showcasing the most Impossible Family Reunion of all time. A star-studded piece of content to kick off 28 days of brand activation for the largest sporting moment in the world.
In 2019 adidas re-launched Impossible is Nothing as their brand attitude. To kick off this 5 year plan we created over 23 films with 23 partners to build meaning for Impossible is Nothing and re-introduce our brand attitude to the world. This was once of my favorites that we did with Beyoncè.
In 2019 adidas re-launched Impossible is Nothing as their brand attitude. To kick off this 5 year plan we created over 23 films with 23 partners to build meaning for Impossible is Nothing and re-introduce our brand attitude to the world. This was once of my favorites that we did with Siya Kolisi.
“Name a Better Duo”
A campaign created for Foot Locker Inc. to celebrate the launch of a new shoe called the “Superstan.” Our challenge was to launch a new footwear model that brought to life two of the most iconic designs in the industry: the Superstar and Stan Smith. The result was this fun piece of content that showcases the new silhouette as the best duo to ever exist.
“I’mma be a Star”
In preparation for James Harden winning the NBA MVP Award, we created a reactive piece of content to air on TV directly after the announcement. This ad was developed in secret from James in partnership with his mother- brining to life a true story about a letter he wrote her when he was a child, predicting his own success. This film won a Clio Award for best sport film in News and Media.
Other Work Examples
Event
To give back to the community that supported James Harden in his early years, we hosted the ultimate block party at his old middle school in LA where we refurbished the courts, donated new equipment, brought free food and live performances to hundreds of kids in attendance. It was at this event where we surprised James with the special tribute film we made in partnership with his mother.
“The Wait is Over”
When adidas signed James Harden in 2015, we wanted to find a unique way to welcome him to our brand. This film was used to announce our new 10 year, multi-million dollar partnership with James. Research shows that it can take up to ten years to associate a partner with a brand after they’ve already established themselves with another (Nike). As a result, we needed content that would extend beyond just the video platform and into other channels like PR.
“Wake Up”
When the youngest NBA MVP ever, Derrick Rose, went down with an ACL injury, we needed a way to get his fans, the world, ready for his return to greatness. This film was created as Derrick was making his way back to the court after a year or rehab, ultimatly getting people excited about his return and his new adidas signature shoe.
“My Swingman”
As a part of our NBA license deal adidas was tasked with creating a global product campaign to promote the sales of NBA Swingman Jerseys. This concept we brought to life shows the fun side of our two brands putting real NBA superstars on the same stage as their “swingman.”
“Project Harden”
Project Harden was the award-winning campaign that our team led to launch James’ first signature shoe. The campaign was groundbreaking within the industry as the first-ever 1+ year long roll-out for a signature athlete’s product. The campaign received recognition for it’s boundary breaking ethos which included a dedicated Instagram account, virtual reality activations, pop-up events and unprecedented behind the scenes access to the product creation process for consumers. We sold through 89% of inventory in a slowing marketing.
adidas NBA All-Star Weekend Event
Of the 10 NBA All-Star weekends I’ve worked on, the most memorable and intricate activation was for Los Angeles in 2018. We threw one of the largest brand events ever to celebrate the culture of the game both on and off the court. With live performances from over 20 artists including Kanye West, Kid Cudi, 21 Savage and Pusha-T, we owned the weekend in the minds of the consumer. The event included RFID shoe purchases, consumer experiences, celebrity appearances and talks, celebrity games, live performances, community give back activations, product customizations and much more.
Damian Lillard x Pusha T x Dame 6
When adidas partnered with Damian Lillard and Pusha T to film a music video for the new Dame 6 basketball shoe, we knew we needed to take advantage and have some connected extension content that would help us promote the shoe at Foot Locker. As a result we used the same talent, set and production day to create this fun video of a kid falling asleep and dreaming about being a part of Dame and Pusha T’s video.
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