Jacksonville Jaguars
NFL London Series Gameday PosterWhat I like about American football is the impact of it, so I built the poster around energy. The game is a Jacksonville home fixture played in London, and I wanted both aspects of that in the work: the energy of the sport, and the grit and layered texture of the city hosting it.
I wanted London in the poster beyond the fixture line. The crowd at Wembley is a London crowd and the game is as much a London event as a Jacksonville one. So the whole thing is built out of the city itself, layers of concrete, stone and scraped paint, the surfaces you pass on any street here. Nothing in it is clean.
The direct references sit underneath that. The gold diagonals cutting across the poster and the circle behind the matchup come from Underground map geometry, and the horizontal white banding is drawn from a zebra crossing. Both are instantly recognisable and both are part of everyday London, which is what I wanted rather than the postcard version of the city.
The poster is illustrated digitally, with the figure and the textures drawn by hand. The timeline was tight, about a week and a half from the kickoff call to the final file. I worked through a few directions in that window and shared progress with the Jaguars team across two feedback rounds.
The poster went out across the club's email and social channels ahead of the game, to a combined following of over 1.9 million. It was printed at 11 by 17 inches in a run of 4,000 for distribution to fans at Wembley on matchday.