Cody Arabie

Paris Saint Germain Partnership // RFP Response // Accor x PSG

ALL’s partnership with PSG presents some unique, local challenges in the U.S. Soccer is highly relevant in most key markets - either through the game or the players. But while soccer is touted as the future, right now it is still #3 in the U.S., and its fanbase is dwarfed by the other traditional players. The problem is compounded further by a host of other European clubs trying to make headway in the space. It would require a lot of heavy lifting and a considerable of investment to even make a dent if we were to take this approach for the U.S. market.

Role: Art Director
Included: Ideation, Renderings, Art Direction, Consumer Journey Direction, Deck Design, Fashion Design

Concept: ALL City

Every city across America is an interwoven fabric of cultures.
Its identity expressed through the coming together of different styles of art, architecture, music, food, and fashion.
At the center of this collision course of cultures are its citizens.
Personalities that believe in living limitlessly.
Characters that embody the characteristics of their hometown.

Each unique. Each different. ALL bold.
We want to deepen the relationship between Accor and each individual city in the U.S. by using the PSG kit as a canvas to reflect each unique location.

We want to embed PSG into the culture of the city by connecting to the bold characters that live limitlessly within them.
Using PSG's relevance as a cultural force, we will tap into these bold characters to manifest the essence of their city on the canvas that is a PSG kit.
Or as we call it, the PSG ALL-City Kit.

ALL City Content Journey Across the US

Food Spots
Every city has its culinary claim to fame tied to the culture from which it came. ALL City reps will share the tastes of local food spots that stand above the rest. Nothing brings people together quite like food.

Street Artist
Street artists know their city inside and out. They use the texture of its structures to create beauty in the most unlikely of places. Their insights and styles are crucial to understanding the various elements of a city's culture.

Designer In Studio
Designers synthesize a variety of stylistic elements into a concise product. In visiting their studios, the ALL City Reps observe how the atmosphere of each city comes to life through a designer's craft.

Musicians at Venue
Musicians capture the voice of their city. Their experiences are echoed in the notes of their music. Often, different sections of a city have their own distinct style. ALL City reps can tap into these varied sounds across town to highlight these voices.

Neighborhood Market
Neighborhood markets act as the local gathering spot. Where you and your neighbors can share a snack and a chance to catch up. They offer a curated selection of items unique to the city, neighborhood, or borough culture.