Adidas ArgentinaWorld Cup Image Campaign 1998
One of my first ‘big campaigns’ as an art director in Argentina. The name of the copywriter was ‘Tincho’. More than two decades ago but still works. The headline of the copy says “22 Players will wear it. The whole country will have it on.” Which in Spanish is a perfect pun of words. Also, the copy explains the ‘new’ microfiber technology of the t-shirt allows the perfect ventilation and heat defuse for players & fans, feeling like a ‘second skin’ which also inspired the painted body. A classic award-winning piece inspired by Argentinean passion and devotion for soccer to create this amazing Ad.
The shoot was very elaborated due to the sensitive exposure to the paint. Also the heat of the lights and the body heat melted and distorted the paint, which needed to be constantly retouched. The final composite of the image was actually a set of “twin” models. We combined Images of the two model bodies. The shield and Adidas logo were painted separately and added in postproduction later.
The final composite of the image was actually a set of “twin” models. We combined Images of the two model bodies. The shield and Adidas logo were painted separately and added in postproduction later. Above: The billboard layout that was placed at the entrance of the airport in Ezeiza, in Buenos Aires, my hometown. The award-winning ad was featured in newspapers, magazines, billboards, and street signs. No digital components were made because it was 1998. The website was added later in a reprint in 2014 for the Brazilian World Cup.
