Major League Soccer Creative Campaign: One Nashville Under Gold

The city had never hosted a top-tier soccer franchise, and enthusiasm alone wasn’t enough. Nashville needed a cultural movement to turn anticipation into real ticket sales.

• No existing soccer culture in the market
• Entertainment landscape was crowded and competitive
• Excitement needed to translate into financial commitment: season tickets and merch
• Team identity had to feel bigger than sports, something civic and cultural

Directed the end-to-end launch campaign to make Electric Gold Nashville’s shared identity and establish the team as a civic movement.

• Positioned Electric Gold as the rallying symbol across all assets
• Directed a multi-disciplinary creative team across design, production, PR, and media
• Featured real fans and supporters’ groups as the visible face of the campaign
• Produced over 400 assets spanning OOH, digital, TV, and grassroots activations
• Launched the citywide gold flag project, making unity visible across neighborhoods

The campaign embedded Nashville SC in the cultural fabric of the city and drove record-breaking demand.

• Season tickets sold out ahead of the first match
• Electric Gold became a recognized symbol across Nashville neighborhoods
• Campaign content generated thousands of organic shares and fan-led extensions
• Cemented Nashville SC as a top entertainment option from day one

By elevating community voices, the campaign gave fans real ownership of the brand and built loyalty that extended beyond sports.

• Unified fans, civic leaders, and local businesses under a shared movement
• Built cultural equity that increased trust and credibility
• Set a foundation for long-term growth and sustained fan engagement

Videos with Fan Vignettes

• One Nashville Under Gold‍
  
• Gabby & Abel
• Newton
• Steven & Maddie
• Marcus
• Kathy
• Nestor & Ofelia
• Stephen
• Wabi