The Chargers’ move from San Diego to Los Angeles wasn’t exactly met with open arms. San Diego fans were hurt. LA fans were skeptical—especially after just welcoming the Rams back the season before. The question was everywhere: does LA even want another NFL team?

We believed the answer was yes—but not without a fight. The Chargers weren’t just entering a new market, they were walking into a city with a strong identity and a short fuse for inauthenticity. To win over LA, the team would have to earn it—neighborhood by neighborhood, fan by fan.

We created a campaign built on honesty and defiance. A launch spot featuring players and real LA football fans laid out a kind of contract—a list of demands and questions from the city, met with a promise from the team: we’re here to fight for every street, every yard, and every one of you.

We paired that message with a citywide OOH campaign that combined striking portraits of Chargers players with iconic imagery of LA neighborhoods—planting a bold visual stake in the ground that said: we’re here, and we’re ready to prove it.