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A–Z Sportswear has a new campaign featuring Zlatan Ibrahimović to promote their boxer shorts. The concept was derived from the underwear’s inner gold waistband, which serves as a metaphor for every athlete's inner gold.

The creative team Jason Kinsella and Fredrik Melby, built the creative expression on a rap about gold symbols that are often associated with success, and set the rap music to the rhythm of Zlatan jumping rope. They collaborated with two-time Swedish Grammy winner Erik Lundin, one of Sweden's best known rappers to deliver the final music track. The film concludes with Zlatan himself telling us that there's only one gold that matters - your inner gold.

The film was directed Timothy Saccenti, who is best known for his unique blend of fashion, music, 
and technological experimentation. London's Time Based Arts is behind the stunning array of special effects work. 
The marketing team from A–Z, Jens Bonesmo and Caroline Nilsen – together with Kjetil Wold from Anti, worked 
closely with Radical Media from concept to completion.



Agency: Anti, Norway
Creative Team: Jason Kinsella, Fredrik Melby, Anti
Client Manager: Kjetil Wold, Anti Founder / CCO
Chief Marketing Officer: Jens Bonesmo, A–Z Sportswear
Marketing and Communication Manager: Caroline Nilsen, A–Z Sportswear
Social Media Manager: Carolina Frenning, A–Z Sportswear
Customer Experience Manager: Hanna Sweijer
Content Manager: Daphne Gorevitz
Music:  Nisj, Erik Lundin, Jason Kinsella, Fredrik Melby
Music Production: Nisj
Director/Photographer: Timothy Saccenti 
Producer: Tina Pawlik 
Executive Producer: Ben Schneider
Production Company: RadicalMedia Ltd.
Photography Agent: Stem London – Will Robinson
Director Of Photography: Tim Sidell 
Editor: Charlie Moreton
VFX: Time Based Arts
VFX Supervisor: Matthew Shires & Michael Battock
VFX Artists: Sheldon Gardner, Stephen Grasso, Linda Cieniawska, Sam Osbourne, Ralph Briscoe
Colourist: Simone Grattarola
Line Producer: Michelle O’Brien 
Production Manager: Eleanor Mulcaster 
Sound Mixers: Duncan Cross & Ed Railton