adidas Juventus Turin Home Kit Campaign FW19
The Juventus Turin home kit for the 19/20 season was to be communicated as part of the adidas "Dare To Create " campaign. A copy was to be developed that clarifies the "Creators Only" approach of the overall campaign in relation to Juventus Turin. The visual approach should reflect the design inspiration of the jersey and be digitally handcrafted.
For the first time in the history of the club, the iconic home jersey design was changed: Instead of the classic black and white stripes, there were only two color blocks. The jersey was additionally divided by a pink line in the middle. Inspired by this, the copy "Be The Stripes" was developed.
This play with lines, colours and accents was also taken up in photography and layout. In photography, the athletes are framed by sharp shadow lines. The interplay of light and shadow doubles the contrast between black and white. In the monochrome images, the pink line becomes all the more prominent. Analogous to the product, the layouts are characterised by lines and are pervaded by a digital scan effect. In the Hero video, the shadows are dynamised and complemented by metaphorical images.
The campaign was activated via all relevant channels. All content was produced by us in Turin. The production included both 2D and 3D content. The post-production of the 2D content was done "in-house", the 3D post-production was realized with selected partners. The finished content pieces were optimized for publication on the relevant channels. Specially designed 2D and 3D tools including rollout copies were created and published for the various brand Instagram channels.
adidas Juventus Turin
Juventus Turin Home Kit Campaign FW19