Big Papi Farewell Campaign
Saying goodbye to a legend
Design Challenge
As David “Big Papi” Ortiz’s legendary career came to a close, the Boston Red Sox sought to celebrate his legacy with a meaningful tribute. They invited local artists and designers to reinterpret his iconic number 34, each piece capturing a unique facet of his persona. The challenge was to honor Big Papi’s spirit through design while maintaining visual consistency with the team’s brand.
Solution
I created a concept inspired by Big Papi’s signature sunglasses—an unmistakable symbol of his confidence and charisma. The design blended personal storytelling with the Red Sox’s visual identity, resulting in a bold, memorable tribute that reflected both the aesthetics of the brand and the spirit of its beloved player.
Client
FenwaySports Group / PoC Zach Markell
Role / Execution
Illustrator/Art Director
They're loud, bubbly, saturated and distinctive. Additionally, I also wanted to pay homage to Big Papi's home country of Dominican Republic by including it in the background. All 34 graphics were rotated among 34 digital billboards in the Greater Boston Area on Big Papi's farewell weekend, as well as on the Red Sox's Instagram and Facebook page.