The Sourdough Sam Mural

We came together to celebrate and showcase the diverse perspectives of local creative talent while a creating “wow” moment for 49ers fans and the stadium. We selected local artists to create digital murals that have ties with 49er’s and/or Bay Area culture, incorporating the teams colors and energy.

​​​​​​​​(c) Adobe and the San Francisco 49ers

1. Context

In 2024, Adobe partnered with the San Francisco 49ers to celebrate Bay Area culture. The goal was to create a “wow” moment for fans at Levi’s Stadium. I was invited as one of the selected artists. My task was to design a large-scale digital mural for the stadium wall that reflected the team’s energy and engaged fans. My role covered concept, design, and final delivery. The artwork had to meet Adobe’s creative vision and follow the 49ers’ brand identity.

​Art Reference Selected

2. Concepts

The scale of the image was a new challenge for me. I had to prepare huge files that stayed sharp and vivid at any size.

Another constraint was the wall itself. It had a wide doorway in the center. This meant the composition had to remain impactful even when the surface was interrupted.

I explored several directions. Some sketches focused on repeating patterns. Others showed complex objects filled with detail, so they would not lose meaning if partially covered.

I. Security Check of Lepus Americanus

The idea is to create a pattern of a herd of California fan rabbits running to a match. At the stadium entrance, they are being checked using x-ray, making the rabbits semi-transparent, allowing us to see what’s inside each of them. On one hand, it’s like seeing the rabbits’ personal belongings. On the other, we see their inner world, their interests, and passions. But they all share one thing: unconditional love for the 49ers. Inside each rabbit, one object refers to the 49ers.

I selected something unique for each rabbit, ensuring that no controversial objects were used that might cause discomfort to anyone. However, for fun, I included some absurd items like a cotton swab or a living sushi roll. At the same time, I aimed to show that the scene is set in California. For example, I used ginkgo leaves, crabs & sea-shells, pumpkins, cherries, and cauliflower, Monarch butterflies, floppy disks, and a Rubik’s cube to pay homage to California’s intellectual side, Silicon Valley.

In the background, we could use a slogan woven from stars, either the outline of California’s map or constellations, to add a touch of magic to the scene.

II. Ursa Major of California

The idea is to depict a semi-transparent figure of a bear running through cosmic space. This allows us to play on the fact that the bear is both a symbol of California, proudly displayed on its flag, and also represented in the night sky above the state as the constellation Ursa Major.

In doing so, we transform the bear’s silhouette into a translucent map, filled with iconic Californian artifacts, blending the earthly and celestial in a single image. In the background, tiny planets, stars, and galaxies float by. We can also use a slogan woven from stars, or the outline of California’s map or constellations, to add a magical touch to the scene.

III. Sourdough Sam aka Superhero

The idea is to draw the Lucky Mascot of the 49ers team, Sourdough Sam, flying through space in the classic superhero pose, with his arm extended forward. He is semi-transparent, and we fill him with artifacts referencing the 49ers team and California, while also adding some absurd elements to make the viewer smile when looking at the details.

In the background, we can use a slogan woven from stars, either the outline of California’s map or constellations, to add a magical touch to the scene.

3. Process

I combined several techniques in my work. First, I drew elements by hand on paper to keep a crafted, warm feeling. Then I refined and colored them using professional digital tools. For small custom fragments, I used generative tools.

4. Skills Applied

• Building large-scale composition and hierarchy for a public space
• Worked within strict brand guidelines, using only the approved palette
• Balancing color harmony for both close and long distance views
• Applying UI thinking: clarity, readability, and hierarchy across scales
• Managing very large files for production without quality loss

5. Collaboration

I worked closely with Adobe Studio, the client’s creative team, and production partners. The process followed several review rounds (R1, R2, and final). I provided sketches and digital tests at each stage. Feedback was implemented quickly. I also documented my process with images and recordings. Adobe later used this content for social media and interviews.

6. Result

The mural was installed at Levi’s Stadium for the 49ers vs. Seahawks game in November 2024. Fans immediately stopped to look, smile, and take photos. Many shared the images on social media. For me, that was the best confirmation of success.

Adobe and the 49ers valued the piece highly. It delivered cultural resonance, technical precision, and real fan engagement. For me, the project proved again that good design principles (clarity, hierarchy, and storytelling) work at any scale. From a small screen to a stadium wall, the rules stay the same.