adidas — Super Rugby — bfc-portfolio

PLAY FOR RESPECT

CLIENT : adidas
BRIEF : adidas x SUPER RUGBY JERSEYS
IDEA : PLAY FOR RESPECT

With the latest release of jerseys drawing inspiration from the designs of early 1990/2000s era kits, we were inspired to embrace a scrapbook, gig poster aesthetic. A time where the main avenues of communication outside of TV were posters and magazines.

That’s all going good, then covid starts running rampant. It meant we lost the ability to shoot the players which left us needing to problem solve how to keep the creative idea alive, meet the deadline and not sacrifice on craft.

This aesthetic allowed us to do that…after shooting the jerseys on body doubles to match the images we could find to create a complete digital and retail campaign.

Easy.

COVID MADE US RE-CONCEPT THIS THING SO MANY TIME ITS A SURPRISE IT LOOKS REMOTELY THIS GOOD.

GETTING THE MOST OUT OF our SHOOT DAYS

When we were able to finally shoot a script, Getty had clipped our ticket and we weren’t able to get a real photographer on set. So I took on the task to make sure we had the content we needed.

Running with a Canon 5D and a Canon 35mm digital SLR, I captured stills while video filmed. The 35mm photos came out the best which was great as it was from the same late 90s era as the jersey's inspiration.