Background
Orlando Pirates FC (also known as the Buccaneers) is one of South Africa's oldest, biggest and most successful football clubs. Adidas was their official kit sponsor, but would rarely do any promotion to supporters because fans would buy the kit no matter what. I always felt there was an opportunity to do more with the brand and mythos of the club so I came up with an proactive idea that would bring the two elements together.
Challenge
The client liked my idea but felt there was no time to do anything meaningful, two weeks out from the release date. I said we could do it, if we shot right after practice and under 30min - which we did.
Solution
My idea for the visual was the clubs iconic goal celebration where players and fans would cross their arms, mimicking the skull and crossbones motif associated with the badge.
Results
The visual turned out to be a hit among the fans and media alike, withe the biggest football magazine using it as their cover, which for me was one of my my career highlights.