With the bulk of Rockstar Energy’s past creative and marketing efforts anchored to “bro” and “hustle” culture, the brand wanted to take a step into a new direction and came to the Bindery and me to bring a tone shift and more docu-style approach to capturing the story of one of their biggest athletes and captain of LAFC: Carlos Vela.

With a short window to concept and an even shorter window to shoot across LAFC and Vela’s busy game schedule, we broke down the journey, the rise, and the mindset behind being a rockstar on and off the field - all with the same pace and effort that LAFC’s rockstar brings to the pitch.