Colin Kelly is Director of Digital at a soccer team who are yet to play a game.
LAFC will kick-off their first MLS season in March 2018. But, unlike most of the recent expansion franchises, they are an entirely new club.
For the content team this one huge blank sheet of paper, when I spoke to Colin, he had barely met the playing staff.
So, how do you create a fresh and engaging soccer tale in Tinseltown, the storytelling capital of the world? Still, LAFC have a star-studded ownership group, a nationally known-coach, a soccer-lovers stadium on the way and soaring ambition
But will they fly in the City of Angels?