lisandro the butcher martinez

Crunchyroll wanted to grow its eCommerce outside Japan. The play: lots of anime fans watch football, and lots of football fans grew up on Dragon Ball. So we partnered with Lisandro "Licha" Martínez on merch that could live in both worlds. I came up with the concept and directed the photo shoot.

The campaign was called Earn Your Nickname. Licha grew up in Gualeguay, a small city in Argentina, and went on to play for Manchester United and Argentina's national team. Somewhere along the way, his style of play earned him the name "The Butcher." We built the collection on that gap between who you start as and who you fight to become.