We’ve been working with Arsenal and Puma for the last two seasons, creating campaigns to launch each new kit. The 2014/15 season marked a new era of partnership between the club and Puma, with an appetite from both sides to create a big launch for the cup, home and away kits. The project involved teaser films played out over nine consecutive days, a river Thames projection event (broadcast live to an online audience, totalling 141 million views), online film and social media content, and an extensive print campaign, which I’ll focus on in this walkthrough.
We named the new trio of kits Future, Forever, and Victorious, to reflect the club’s core principles of Innovation, Community and Excellence. The product collection, launch event, advertising and social media efforts were built around, and united by, the club’s own values, with a deep respect for its history and engagement with fans.
For the print executions, we wanted to create an ownable look and feel, which could feed into the other areas of the campaign and bring these values to life. We arrived at the execution of ‘soaking’ the club’s values onto the kits via an alchemy of colour and imagery, literally enveloping the current players within Arsenal’s rich history. We worked closely with photographer David Clerihew, who shot the main campaign imagery, and retouching experts Tapestry to finally deliver over 100 print executions for use worldwide.
After the shoot, the images were digitally edited to form dymamic collages