Orlando “Capu” Gonzalez
Building the visual presence of an emerging professional fighter before the spotlight arrived.
Category
Creative Direction / Photography / Sports Promotion
Client
Orlando Gonzalez
Year
2016
Location
Puerto Rico
Role
Creative Direction / Photography / Sports Promotion
Services
Creative Direction / Photography / Sports Promotion
Overview
As the athlete's sole creative director during this period, Joseph built the visual presence of an emerging professional fighter — from portraiture and training imagery to posters, print, and social creative.
The fighter
The fighter.
A young boxer entering his professional career — building a visual presence before the spotlight arrived.
Building the image.
Large-format photography in the training environment — athlete portraiture, Puerto Rican identity, gloves, ring, movement, and expression.
From portrait to promotion
From portrait to promotion.
Photography and graphic design worked as one system — each step feeding the next.
- Photography
- Crop
- Typography
- Poster
- Social creative
Fight night.
Match imagery becomes the visual climax of the project — the moment the built presence meets the spotlight.
A visual presence in motion
A visual presence in motion.
Portraits, posters, event graphics, social assets, and match imagery move at a faster rhythm than the rest of the work.
- Portraits
- Posters
- Event graphics
- Social assets
- Match imagery
Gallery
