FC Dallas
2024
Role
Art Direction • Environmental Design • Production Design
Deliverables
Vehicle Wrap • Production Artwork • Campaign Adaptation • Environmental Graphics
Toyota Soccer Tour Truck
A traveling brand experience designed to extend FC Dallas' 2024 campaign beyond the stadium and into communities across the Dallas–Fort Worth metroplex.
Overview
Every season, FC Dallas transforms a Toyota Tundra into its official Soccer Tour Truck, traveling throughout the Dallas–Fort Worth metroplex to support community events, youth clinics, and club activations. For the 2024 season, the challenge was to translate the Kick in the Afterburner campaign into a large-format vehicle wrap that remained recognizable from every angle while balancing sponsor visibility, campaign storytelling, and production requirements.
Design Strategy
Adapting the Campaign
Rather than treating the truck as a single graphic, I approached it as a moving extension of the 2024 campaign system. Keeping the truck predominantly red allowed both primary jerseys to feel cohesive while maintaining FC Dallas' strongest brand color. Campaign textures, radial graphics, and motion elements were scaled specifically for large-format viewing, ensuring the design remained impactful whether parked at an event or driving throughout the city.
Production Considerations
Designing for a vehicle required balancing visual impact with practical production constraints. Artwork was built around door seams, wheel wells, sponsor placements, and installation requirements while preserving the integrity of the overall composition. Every element was intentionally positioned to remain readable and recognizable across multiple viewing distances.
In Market
Bringing the campaign into the community.
Once installed, the Soccer Tour Truck became a centerpiece for FC Dallas community events throughout the season, creating a consistent visual presence beyond matchday. Whether parked outside youth clinics, foundation initiatives, or stadium activations, the truck served as a recognizable extension of the club's campaign identity while supporting sponsor visibility and fan engagement.
Outcome
Bringing the campaign into the community.
The final vehicle wrap successfully transformed the Soccer Tour Truck into one of FC Dallas' most visible brand assets, extending the Kick in the Afterburner campaign beyond digital and stadium environments while creating a recognizable presence at community activations throughout the season.
Impact
100,000+
Fans Reached
18
Zip Codes Visited
40+
Community Activations