DE­SIGN TASK

Computer Arts - - Projects -

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

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