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MIAMI HEAT
“vice” UNIFORM
CAMPAIGN

The Miami HEAT’s Vice jersey made waves in 2017 when it was released as the team’s first “City Edition” uniform from Nike. I was a member of the team that supported Brett Maurer in designing the uniform; subsequently I wrote and developed the supporting campaign which was art directed by Manuel Fabian.

My challenge was to find the right words and visuals to transform the uniform from performance apparel into a brand storytelling vehicle. Ultimately, Vice would become a cultural touchpoint at the intersection of sport and fashion.

Eighties nostalgia was having a resurgence around this time and whether it was luck, good timing, or a little of both, we capitalized on the City of Miami’s brand as tied to that era of design. The uniform was perfect for the moment and the supporting campaign turned a retail success into a cultural moment.

The uniform design won the 2018 Clio Grand in Design. The campaign won a 2018 Clio Gold in Integrated Campaign. For a deeper look at the campaign, visit HEAT.com/Vice.

SCOPE:
Concept
Copywriting
Brand strategy

UNIFORM DESIGN: Brett Maurer
CREATIVE DIRECTION: Jennifer Alvarez
ART DIRECTION: Manuel Fabian
PHOTOGRAPHY: David Alvarez

vice creative direction

Miami as an idea means different things depending on who you ask.

She is neon pink sunrises and electric blue nights.
A playground for the young and rich.
A tropical paradise where the blood of our people pulses in time to a rhythmic backbeat.

Miami's attitude is part of her appeal. She's undeniably beautiful. Her English is a little spotty.
And she's just dangerous enough to keep you on edge.

In Vice, we are exploring her as a city trapped in time. A glitch in reality where 1988 never ended.
Vice is the future as imagined in the 1980's.

As if the art and culture of a bygone era has become the foundation for our future,
transforming our present into a dazzling alternate reality staged against the magenta backdrop of Vice era Miami.