Under new ownership by Dwayne Johnson and Dany Garcia, the XFL football league launched in March of 2023 after being shuttered by Covid in 2020.
Tasking my friends over at LUTCH to create a broadcast spot to drive fans to their well stocked on-line merch store shop.xfl.com, I was brought into their process to act as design director, helping build and finesse all typographic elements within it.