We created the "Viví tu pasión" concept for the American Express sponsorship campaign with AFA, a creative proposal designed to connect with the passion and pride of Argentine football. Based on this concept, we developed a comprehensive campaign with a wide range of visual pieces, including office branding, merchandising, public signage, flyers, notebooks, and many other communication materials. Each element was crafted to amplify the message, create strong visual impact, and strengthen brand presence across all touchpoints.