LAL 25-26 Season Creative — Shina Kim-Avalos

Los Angeles Lakers 2025–2026 Season Campaign

The season campaign mantra Obsess Over Greatness showed up in many different forms throughout the 25-26 season. Activating that idea across an 82-game season meant continually finding new ways to express the message while keeping the work rooted in the Lakers’ identity. Each moment called for a slightly different lens—sometimes leaning into intensity and focus, other times celebrating milestones, player performances, or the culture around the team.

My role was to translate that narrative into a steady stream of visual assets that kept the campaign feeling fresh while remaining cohesive with the overall design system. By tapping into different facets of the brand—typography, color, photography, and storytelling, we were able to evolve the creative throughout the season and reinforce the spirit of Obsess Over Greatness in ways that felt timely, dynamic, and connected to the basketball on the court.

Photography: Abigail Field

Photography: Rohan Ali

Luka MVP Campaign

Photography: Abigail Field

App Drops was a weekly in-app sweepstakes initiative designed to reward fans with exclusive Lakers giveaway items while encouraging downloads of the Lakers mobile app. My role was to create a distinct visual identity for the program—one that could be immediately recognizable and build anticipation week after week.

I developed an editorial-driven design system paired with intentional photo art direction, giving the assets a look that felt premium, collectible, and consistent across each drop. Over time, the visual language became synonymous with the promotion itself, helping fans quickly recognize new opportunities to participate and reinforcing the habit of checking the app weekly. The combination of a clear identity and strong visual storytelling made App Drops an effective and engaging driver of app downloads.

Applying the season campaign creative across every touchpoint—from social channels to the in-arena experience to ticketing assets—created a unified visual presence for the brand. This consistency allowed fans to encounter the same narrative and design language wherever they engaged with the team, reinforcing a cohesive and connected story throughout the entire season.

skimavalos@gmail.com

2026

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