LA Galaxy: Rose Bowl Campaign

LA Galaxy: Rose Bowl Campaign

Our creative journey with Major League Soccer superstars LA Galaxy began with the electrifying task of crafting an opening trailer for the season. This piece captured the heated rivalry between LA Galaxy and LAFC, inviting fans to witness the game where it all began—at the iconic Rose Bowl in Pasadena, CA. Nature, however, had other plans. Extreme weather conditions forced the game to be called off at the last moment, rescheduling it for an equally fitting date: Independence Day.

This unexpected twist only fueled the campaign’s momentum. Tasked with reigniting excitement for the rescheduled match, we set out to create a series of films and campaign assets that would leave an unforgettable impression.

Kicking Off a Creative Rivalry: LA Galaxy vs. LAFC

Rose Bowl Ticket Push Trailer

The first of our three films served as a rallying cry, a cinematic hype-builder designed to sell out the Rose Bowl Stadium. This trailer didn’t just build excitement—it helped secure a sold-out crowd for the game.

Match Day -1 Hype Film

A day before the match, this film became a beacon of anticipation, reminding fans that history was about to unfold.

In-Stadium / Broadcast Hype Film

On match day, this film electrified the crowd of over 82,000 fans at the stadium and millions more watching at home.

Igniting the Passion: The Creative Vision Behind the Campaign

Our creative directionThe vision-setting role that turns a campaign idea into a cohesive, visual experience across every channel. revolved around a striking black-and-white motif, a visual nod to the teams’ colors. To add depth and warmth, we used small yet impactful moments of color—fire, sunrises, and chromatic aberrations—infusing the campaign with a cinematic touch.

We explored storytellingEmotion meets impact—storytelling is the heartbeat of branding, using narrative to connect with audiences and drive action. in multiple layers. For the ticket push and match day -1 films, we crafted scripts as text supers, seamlessly blending narrative with a bold call-to-action. The in-stadium hype film, voiced by LA Galaxy legend Cobi Jones, was elevated with sleek motion graphicsAnimated graphic elements—used in videos, explainer reels, UI flows, and storytelling. and fire effects, creating an intense energy that mirrored the game’s stakes.

Douglas Costa, LA Galaxy star, holding a flaming rose as part of the visually striking Rose Bowl Stadium campaign, symbolizing fiery determination and historic rivalry.

A custom logo sting complemented the fire effects, symbolizing the team’s fiery determination. These creative choices captured the magnitude of the occasion, culminating in a historic night witnessed by a record-breaking 82,110 fans—a moment etched in MLS history.

The Weight of History

“We rise to moments that call for greatness.”

— Cobi Jones

The rivalry between LA Galaxy and LAFC runs deep, and we made sure to highlight its most iconic moments. From Ibrahimović’s infamous goal celebrations amid a sea of middle fingers from LAFC fans to the Rose Bowl’s rich history as the birthplace of both MLS and LA Galaxy, every detail was carefully chosen to heighten anticipation.

Cobi Jones’ narration in the game day film added an extra layer of authenticity and emotional weight, bridging the past and present of LA Galaxy’s legacy.

A Campaign for the Books

This campaign exemplified the fast-paced, high-stakes creativityThe spark that starts it all—creativity is the fearless pursuit of new ideas, powerful stories, and unforgettable brand moments. we thrive on at RIOT. Collaborating with LA Galaxy to create these films, we were proud to see our work showcased to hundreds of thousands in person, on TV, and across social media. From the cinematic trailers to the in-stadium hype film, every frame was a testament to the passion and dedication behind this historic rivalry.