AMERICAN SPORTS STORY: AARON HERNANDEZ

Social Campaign Creative

Client: FX
Studio: Digital Media Management
Role: Associate Creative Director

Aaron Hernandez’s football stardom masked a turbulent personal journey—a duality we made central to our social creative tone. Partnering with FX, we developed a campaign that visually captured the tension between athletic glory and inner turmoil.

We shaped a bold visual language—layered graphics, kinetic typography, and disorienting effects—to echo Hernandez’s fractured reality. Sensitive themes like identity and CTE were woven in through subtle edits and atmospheric audio, letting viewers feel his internal chaos without overt exposition.

Cracked glass, torn paper, and episode-driven storytelling brought the unraveling to life visually. Every post invited audiences deeper—transforming Hernandez’s story into an immersive, emotional social experience.