MORE THAN A JERSEY

IN 2023, WE SET OUT TO TELL ONE POWERFUL STORY: A JERSEY IS NEVER JUST A JERSEY.
IT’S MEMORY. IT’S PRIDE. IT’S IDENTITY. IT’S PERSONAL AND COLLECTIVE LEGACY WOVEN INTO FABRIC.

FOR OUR MULTI-BRAND CAMPAIGN “MORE THAN A JERSEY,” WE BROUGHT TO LIFE WHAT A JERSEY TRULY MEANS – ACROSS GENERATIONS, CLUBS, AND COMMUNITIES. FROM GRASSROOTS TALENTS TO GLOBAL ICONS, EACH PRODUCTION CAPTURED A DIFFERENT FACET OF FOOTBALL CULTURE, STYLE, AND EMOTION.

WHETHER IT WAS A YOUNG GIRL AT HER FIRST FOOTBALL CAMP MEETING HER IDOL GIULIA GWINN, A BOY FINDING INSPIRATION ON A BERLIN COURT WITH ELIAS NERLICH, OR TIKTOK STAR SAI CONNECTING WITH SUSTAINABILITY AND LEGACY THROUGH PUMA’S RE:FIBRE JERSEY – EACH STORY WAS GUIDED BY ONE CLEAR MISSION:
TO CELEBRATE THE JERSEY AS A SYMBOL OF SELF-EXPRESSION, BELONGING, AND AMBITION.

THIS CASE SHOWCASES MY CREATIVE INVOLVEMENT ACROSS ALL STAGES OF THE CAMPAIGN. MY ROLE:

STARTING WITH THE: CONCEPT DEVELOPMENT, I WAS INVOLVED FROM THE VERY BEGINNING.

JERSEY DESIGN DIRECTION: CO-LED THE CREATIVE PROCESS BEHIND ALL THREE JERSEY DESIGNS – MAKING SURE EACH ONE TOLD A STORY AND REFLECTED IDENTITY IN EVERY THREAD.

CREATIVE DIRECTION & MOVEMENT CHOREOGRAPHY: LED THE CREATIVE DIRECTION AND MOVEMENT ON SET, WORKING CLOSELY WITH ATHLETES AND TALENTS TO BRING OUT REAL ENERGY, EMOTION, AND AUTHENTICITY IN EVERY FRAME.

VISUAL DIRECTION: DEFINED AND EXECUTED THE FULL VISUAL LANGUAGE OF THE CAMPAIGN ACROSS E-COMMERCE, RETAIL, AND DIGITAL – FROM BIG-PICTURE AESTHETICS TO DETAIL-DRIVEN EXECUTION.

PRODUCTION TEAM LEADERSHIP: TOOK THE LEAD IN SCOUTING THE RIGHT PRODUCTION CREW, TALENT, AND LOCATIONS. I CURATED THE TEAMS AND ENSURING THE RIGHT CREATIVE PARTNERS WERE IN PLACE TO EXECUTE THE VISION IN THE BEST WAY POSSIBLE.

CONTENT APPROVAL & QUALITY CONTROL: OVERSAW ALL FINAL APPROVALS – FROM HERO AV AND SOCIAL CUTS TO KEY VISUALS – ENSURING A COHESIVE, HIGH-QUALITY OUTPUT ACROSS EVERY PLATFORM.

HERO AV PLACEMENT: OUR MULTI-BRAND HERO AV WAS FEATURED ON TV DURING THE BUNDESLIGA SEASON OPENER ON DAZN, GAINING HIGH-IMPACT NATIONAL VISIBILITY.

THIS CAMPAIGN DIDN’T JUST LAUNCH JERSEYS.
IT LAUNCHED EMOTION. IDENTITY. AND CONNECTION – ON AND OFF THE PITCH.