When we began planning the launch of The 404 Kit, Atlanta United’s third kit for the 2023 season, our guiding principle was clear: this campaign had to reflect Atlanta’s outsized impact on culture over the past three decades. Six months before unveiling, our marketing team aligned around the idea that our content should spotlight the city’s revolutionary influence — from its role in shaping global hip-hop, to its sports legacy, entrepreneurial spirit, and celebration of Black excellence.
Out of that vision, I proposed a long-form documentary as the centerpiece of our campaign. The result was “Inside the 404”, an Atlanta United original production in collaboration with Atlanta Influences Everything. The film featured iconic voices like T.I., Big Boi, Pastor Troy, Killer Mike, Mayor Andre Dickens, Shirley Franklin, and Shanti Das, among others, each speaking to Atlanta’s unique role in shaping the world.
The documentary explores how Atlanta, always destined to influence, seized its moment in the 1990s “Golden Era” to become a global cultural hub. From the legacy of Dr. Martin Luther King Jr., to OutKast redefining hip-hop, to the 1996 Olympic Games, Freaknik, the rise of the Atlanta University Center, and the city’s position as a crossroads of travel and commerce, Atlanta emerged as the lifeblood of Black youth culture. That influence spread worldwide, fueling music, sports, education, activism, and entrepreneurship.
Today, Atlanta continues to stand as a cultural mecca where music, film, and sport converge to inspire new generations. With “Inside the 404” at its heart, the kit launch campaign wasn’t just about unveiling a jersey, it was about honoring the city that shaped it, and amplifying Atlanta’s story for the world to see.
Alongside the launch of the kit and the documentary, we built a dedicated landing page that tied every element of the campaign together. The page showcased the inspiration behind the kit, detailed the design of the jersey, and featured striking photography with a distinct 1990s aesthetic. It also included biographies of the documentary’s subjects and a long-form written story that pulled fans behind the scenes, exploring both the making of Inside the 404 and the cultural forces that shaped Atlanta’s influence over the past three decades.
When it came time for the team to wear the kit on the pitch for the first time, we extended that storytelling into matchday coverage on social media. Our approach was precise and intentional: we took fans back to the 1990s, blending retro visuals, language, and style to create a matchday experience that felt like an authentic extension of the campaign’s cultural narrative.
We immersed ourselves in a digital time capsule, capturing every moment, from the pre-match buzz to the players warming up and the goals themselves, everything through the nostalgic lens of 1990s camcorders. The content was designed to mimic the grainy, flickering playback of a vintage VHS tape. This was a deliberate choice, with no detail overlooked, and the payoff was spectacular. The incredible result wasn’t just on our screens; it was also on the field, as Atlanta United delivered a stunning 4-0 performance against Nashville.
Credits from the Documentary ‘Inside the 404’:
Executive Production: Atlanta United FC
Producers: Atlanta Influences Everything, Rafael Araica, Daniela Burleyson, Kacey Covino, Scotty Crowe, Molly Paterno, Diego Pinzón
Director: Rafael Araica
Editing: Rafael Araica
Concept and original idea: Atlanta Influences Everything and Diego Pinzón
Script supervisors: Daniela Burleyson and Diego Pinzón
Camera: Rafael Araica, Van Emberger, Edwin Hernandez, Sonya Ivashchenko, Ravi Mody
Creative directors: Tucker Brooks, Jose Hadathy, Sierra Sparre
Talent coordinator & logistics: Sydney Cruz
Photography: Brandon Magnus
Project Manager: Scotty Crowe
Editorial: Diego Pinzón
Social Media & Content Distribution: Daniela Burleyson and Diego Pinzón
Asset Management: Rafael Araica, Holly Vera
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