With a new season comes a new range of kits for all of adidas' clubs. We were briefed to provide a campaign for each club, introducing their new kits to their fans.
The main challenge was to develop a campaign which would retain consistency for adidas, yet be bespoke to each club and relevant to their own fan base.
The concept dealt with the task by allowing each club to define a typographic background. This could be their club's chant, famous results or anything else held as unique and special by the fans. In front of the background the players were photographed in a specific style consistent with the adidas brand. We captured the players individually in three different positions, which allowed the clubs to be flexible on what selection of players they would like to use for any particular scenario.
The campaign was delivered in across eleven clubs from the English Premier League, Championship and the Scottish Premiership.
– Art Direction