Nuestra Lucha
Jorda x Lucha Libre
Rooted in the tradition of Mexican Lucha Libre, El Vuelo celebrates a new generation of luchadores carrying the spirit of the sport forward.
Through the stories of real athletes, the campaign explored the connection between ambition, family, and community, honoring the cultural legacy of Lucha Libre while celebrating those shaping its future.
The Creative Idea:
The next generation carries the legacy forward.
More than a performance inside the ring, Lucha Libre represents a connection to family, identity, and community. El Vuelo brought that spirit to life through the next generation of luchadores, capturing the people and relationships behind the masks. The creative direction balanced the energy of the sport with intimate, human moments, celebrating not only the athletes they are becoming, but the communities that shape them.
My Role:
Concept Development / Art Direction / Creative Production
Partnered with Jonanna Widner to develop the campaign's narrative and creative concept, translating the cultural significance of Lucha Libre into a cohesive Jordan Brand story.
Led art direction across partner selection, shot planning, styling, locations, and post-production, guiding the campaign's visual execution across retail and digital touchpoints.
Creative Director: Felyx Tsoi
Art Director: Kyle Forsdick
Narrative: Jonanna Widner & Adriel Galicia
Producer: Allison Ramos
Photographer: Thalia Gochez
Production: Green Is Good
Product: AJ3, AJ Spizike
