Here’s our latest campaign work for Sports Brand of the Year, Umbro.
This is Umbro’s fastest boot and coming in at 238grams, it’s also their lightest ever. Aimed at the younger end of the market it comes in both a white/orange and a black/lime colourway.
We had a shared ambition with Umbro to produce a global execution that shied away from the typical OTT CGI stuff you see knocking around. So we went the other way and said ‘speed’ with cardboard, fishing wire, double-sided sticky tape and glue.
The pop art inspiration behind this was partly to do with the fast-consumerism, instant everything-ness of modern youth and partly to do with the ‘pop’ colours of the boot itself. Illustration by Chris Gray and Rob Bailey of Toy and photography by Tom Van Schelven.
We created 3 executions: Vroom, Kapow and Boom (with Darren Bent) along with a toolkit of assets and a series of digital banners and animated perimeter board executions.
And here’s some behind the scenes making of snaps c/o Chris. Just to prove it’s not a photoshop job.
If you want to find out more about Umbro GT click here:
www.umbro.com/#/changing-room/Umbro-GT/?locale=en_GB
Very, very nice. Well done chaps.
cheers Andy, we’re actually quite pleased with ourselves with this one.
this is really exciting i love the idea and execution, more of the same please.. NICe ONE woop
Genius. Did you produce the big letters yourselves or from a supplier? I need to get something similar made for a project we’re doing at the mo…
The work you’re creating for Umbro is exceptional – top stuff.
Loads better than the adi F50 work with the same product message. Nice, nice, nice, nice, nice.
Ian, Chris and Rob at Toy did the big letters for us. It’s all laser cut card, folding and construction.
These are really good guys.
It’s nice to see an ad that I would have loved to have been there to make, rather than spent 2 days sat behind a retouchers shoulder. Love the fact you’ve kept the wire in and included just the right amount of shadow.
It’s been way too long since I’ve seen a regional press ad that i really wish I’d done. Well done to all involved.
LOVE IT, once again, you have created some wonderful stuff! Shame you had to use a former Spurs striker, but I’ll let that go this time!!
Keep up the good work!
I’d just like to say that NO-ONE is as dilligent, rigorous or obsessive in their knowledge of regional press advertising as Mr. Adam Richardson. And I should know. I used to work with him. If these babies made HIS grade then it really is a testament to how good they are.
I mean, I knew they were good, but I didn’t realise they were that good.
So thanks Love for creating some ace work.
And thank you Adam – our regional press ad tsar
Ah, but how do we know that the ‘behind the scenes’ shots aren’t Photoshop jobs?
Lovely!
nice new site guys!
http://www.lovecreativeuk.co.uk/
Yes John, we are aware of these guys (lovecreativeuk) and we’re on their case. But to be fair to them, the guy who owns it is called ‘Rod Love’ (or Love Rod to his friends) and anyone who has had to go through life with that name deserves special praise. It reminds me of a friend of my wife who is called Ken Wood and is a chef.
It’s like Gary Barlow out of Take That. Barlow’s just his stage name. His real name is Gary That.