ADIDAS Y-3 - Two cultures in one Jersey
Legendary Y-3 fashion icon, Yohji Yamamoto, designed the new All Blacks Rugby World Cup 2019TM jersey, he was inspired by aspects of both Māori and Japanese cultures. So to launch this new jersey to the world, Augusto and I wove both cultures together in a unique way to tell the story of the mighty All Blacks.Launch film
Social Media campaign
The campaign begins with a launch film and continues over a 10 week period as we lead up to the big event, including over 80 bespoke pieces of content across social, instore and outdoor - both in Japan and around the world.
Art Direction
My role was to create a universe inspired by both Māori and Japanese cultures, that could fit with the Yohji Yamamoto's style.
Here are the early concepts for the animals, ferns and landscapes :
Here are the early concepts for the animals, ferns and landscapes :
