united airlines superheroes for pyeongchang 2018 winter olympics

with their strength, agility, stamina, and speed, team usa olympians are pretty much our modern day superheroes.
they can do just about anything, but the one thing they can’t do is fly, and that’s where united airlines comes in.
united is helping superheroes fly!

role: art director—concept, art direction, & design

agency: mcgarrybowen ny

group creative director/copy: chris pacetta

associate creative director: dane alexander











costume design process:

for this project, my team and i had the unique opportunity to design the outfits our olympians would be wearing! below are some of the directions i created. each hero's suit had to be designed to function in the athlete's respective sport. the initial intent was to have each hero in their own individual "super suit", but we later decided to select one direction to guide and influence the team’s look. this unified graphic style helped to reinforce the team identity (akin to the x-men.)








Mark