NIKE CASLA
ID — 2020
As Design Director at R/GA, I led the creative direction for the launch of San Lorenzo’s new Nike kits — including the club’s first-ever third jersey: Piel de Cuervo, a design inspired by their iconic nickname El Cuervo (The Crow).
The campaign was built around a dual concept: day vs night, saint vs crow, reflecting the club’s layered identity. Visually, we drew from the textures and spirit of Boedo — the neighborhood where San Lorenzo was born — using references like political graffiti, layered posters, and classic porteño cafĂ©s and pool halls.
This contrast informed the full campaign rollout, with one visual world for the traditional home and away kits, and another, darker tone for the third. A celebration of heritage, territory, and the powerful duality that defines the club and its people.