MEDIA DAY ACTIVATION
AS THE OFFICIAL NAME & NUMBERING (N&N) PARTNER OF THE GERMAN FOOTBALL ASSOCIATION (DFB), WE ACTIVATED DURING THE 2023 MEDIA DAY WITH A CLEAR MISSION:
NOT JUST TO DELIVER JERSEYS — BUT TO BRING PERSONALIZATION TO LIFE.
THIS MOMENT ALLOWED US TO MOVE BEYOND PRODUCT AND DIVE INTO CULTURE. WE CREATED A SERIES OF EXCLUSIVE, HIGH-IMPACT CONTENT PIECES WITH ALL ADIDAS-SPONSORED NATIONAL TEAM PLAYERS, HIGHLIGHTING THE UNIQUE CONNECTION BETWEEN PLAYERS AND THEIR NAME & NUMBER.
OUR GOAL:
STAND OUT FROM COMPETITORS
OWN THE N&N SPACE WITH CREATIVE, SOCIAL-FIRST STORYTELLING
DEEPEN EMOTIONAL CONNECTION TO OUR PARTNERSHIP WITH THE DFB
BY TURNING SOMETHING AS SIMPLE AS A NAME AND NUMBER INTO A BOLD CREATIVE STATEMENT, WE REINFORCED THAT FOR US — CUSTOMIZATION IS CULTURE.
CREATIVE CONCEPT OVERVIEW
WE DEVELOPED AND PRODUCED SIX BESPOKE VIDEO CONCEPTS, TAILORED FOR SPEED, EFFICIENCY (3 MINS PER PLAYER), AND SOCIAL-FIRST STORYTELLING. EACH FORMAT CENTERED AROUND JERSEY PERSONALIZATION AS A STORYTELLING DEVICE, MERGING PLAYER PERSONALITY WITH OUR N&N EXPERTISE.
MY ROLE
Creative Concept Development / Lead Direction On-Set / Talent & Crew Coordination / Final Content Approval Across All Deliverables
CLOTHES RACK
A CINEMATIC TRANSITION BETWEEN CULTURE AND KIT
A VISUALLY ENGAGING, TRANSITION-DRIVEN FILM CONCEPT THAT MERGES LIFESTYLE WITH LEGACY. PLAYERS APPEAR AND DISAPPEAR THROUGH INTERACTIVE MOVEMENTS ON A CLOTHES RACK — BLENDING CULTURAL WEAR AND DFB JERSEYS IN A DYNAMIC, SEAMLESS WAY.
CREATIVE HIGHLIGHTS:
SMOOTH MATCH CUTS AND TRANSITIONS AS PLAYERS “REVEAL” EACH OTHER THROUGH WARDROBE MOVEMENT
DUALITY OF CULTURE WEAR AND PERFORMANCE KITS
FINAL CLOSE-UP FOCUSES ON NAME & NUMBERING — THE HERO DETAIL OF OUR STORY
THE SERIES SUBTLY TIES IN THE INDIVIDUALITY OF EACH PLAYER WHILE CELEBRATING THE PERSONALIZATION THAT COMES THROUGH THEIR JERSEY.
GUESS THE NAME & NUMBERING
IN THIS BLINDFOLDED CHALLENGE, PLAYERS WERE ASKED TO IDENTIFY THEIR TEAMMATES BY TOUCH ALONE — FEELING ONLY THE JERSEY EMBELLISHMENT (NAME & NUMBER).
THIS LIGHTHEARTED, SOCIAL-FIRST CONCEPT ADDED A NEW LAYER TO OUR N&N STORYTELLING:
HIGHLIGHTING CRAFTSMANSHIP
AMPLIFYING TEAM CHEMISTRY
AND DELIVERING ENTERTAINING, SHAREABLE CONTENT THAT FANS COULD INSTANTLY CONNECT WITH.
BY TURNING PERSONALIZATION INTO A SENSORY GUESSING GAME, WE BROUGHT A FRESH AND PLAYFUL TWIST TO JERSEY CULTURE — ONE ONLY POSSIBLE THROUGH DEEP ACCESS AND TRUST WITH THE TEAM.
N&N TOSS
A PLAYFUL DICE ROLL DETERMINES WHICH NUMBER—AND PLAYER—APPEARS.
DICE ROLLED ON A TABLE
MATCHING PLAYER STEPS INTO FRAME, POINTS TO CHEST
N&N SWIPE
SWIPE MECHANIC INSPIRED BY MOBILE BEHAVIOR: PLAYERS REJECT INCORRECT JERSEYS UNTIL THE RIGHT ONE APPEARS.
FINAL SNAP → HARD CUT TO THE PLAYER WEARING THE CORRECT JERSEY
BACK REVEAL TO SHOWCASE OFFICIAL N&N
JERSEY DELIVERY
FROM CRAFT TO CONNECTION
WE CAPTURED THE FULL JOURNEY OF THE NEW DFB HOME JERSEY – FROM THE EMBELLISHMENT PROCESS IN THE WORKSHOP TO THE EMOTIONAL MOMENT OF DELIVERY.
THE VIDEO STARTS WITH DETAILED VISUALS OF THE FLOCKING PROCESS, HIGHLIGHTING THE PRECISION AND CARE PUT INTO EACH PLAYER’S NAME AND NUMBER. FROM THERE, THE JERSEY TRAVELS INTO THE HANDS OF THE ATHLETES.
EACH PLAYER, DRESSED IN CULTURE WEAR, RECEIVES THEIR PERSONALIZED JERSEY — REACTING IN REAL-TIME WITH PRIDE, SURPRISE, AND JOY. THEY TURN IT TOWARD THE CAMERA, HOLDING THEIR NAME CLOSE TO THE CREST.
THIS PIECE BRIDGED CRAFTSMANSHIP WITH AUTHENTIC PLAYER EMOTION, SHOWING THAT N&N IS MORE THAN CUSTOMIZATION — IT’S IDENTITY, OWNERSHIP, AND NATIONAL PRIDE.
CINEMATIC N&N SWITCH
FROM DISPLAY TO REALITY — A VISUAL TRANSITION OF IDENTITY
THIS IDEA WAS BUILT AROUND A CINEMATIC TRANSITION THAT SPOTLIGHTED THE NEW DFB AWAY JERSEY AND ITS PERSONALIZED NAME & NUMBERING.
THE ORIGINAL CONCEPT:
JERSEY ON DUMMY
A STYLIZED HERO SHOT OF THE JERSEY ON A MANNEQUIN, WITH CLOSE-UP EFFECTS HIGHLIGHTING THE TEXTURE, NAME, AND NUMBER DETAILS. THE SCENE TRANSITIONS BY ZOOMING INTO THE FRONT NUMBER.
JERSEY ON PLAYER
FROM THAT ZOOM, WE PLANNED TO REVEAL THE SAME JERSEY ON THE ACTUAL PLAYER, BLENDING PRODUCT AND PERSONALITY IN ONE SEAMLESS MOTION.
DUE TO A LAST-MINUTE NUMBER CHANGE BY THE PLAYER, WE KEPT THE FOCUS ON THE DUMMY VERSION ONLY, MAINTAINING THE CINEMATIC VISUAL LANGUAGE WHILE ADJUSTING THE EXECUTION. THE RESULT STILL CELEBRATES THE DETAIL, QUALITY, AND IDENTITY EMBEDDED IN THE NEW JERSEY.
CREW
11teamsports
BRAND: adidas Football
LEAD: Nelson Ndongala
PHOTOGRAPHY: Berat
VIDEO: ENKIME