Adidas® World Cup/ Argentina Jersey Launch

Wearing emotional power and iconic visual impact.

Client

Adidas / World Cup Argentina

Creative Scope

Creative Concept  / Photography Art Direction / Campaign Execution

Creative Concept

One of my personal favorites, this World Cup jersey launch for Adidas Argentina was a defining creative experience. The campaign continues to resonate for its emotional power and iconic visual impact.The campaign spotlighted Adidas’ innovative microfiber jersey technology, offering superior ventilation and heat diffusion. We translated this performance benefit into a visceral idea: the jersey as a “second skin.” The concept came to life through a striking visual—a body fully painted to resemble the Argentina jersey—symbolizing total devotion and physical connection to the national team.

Headline & Message

At the heart of the campaign was a Spanish-language headline—an emotionally charged play on words that unified fans across generations. It went beyond football, tapping into Argentina’s deeper cultural identity of passion, resilience, and national pride.

Legacy

The campaign earned multiple awards and quickly became part of the cultural memory surrounding that World Cup. It was a powerful reminder of how creativity can transcend medium—and remain emotionally resonant long after the final whistle.
This shoot was a challenge in itself: it took two full days to capture the perfect image. The body paint was difficult to maintain under the intense heat of the studio lights, so we worked with twin brothers who shared identical physical builds. This allowed us to alternate between them while retouching the paint as needed—ensuring continuity until we got the shot just right.

Storytelling that fuels passion

The campaign spotlighted Adidas’ innovative microfiber jersey technology, which offered superior ventilation and heat diffusion. I translated this performance benefit into a visceral idea: the jersey as a “second skin.” The concept came to life through a striking visual—a body fully painted to resemble the Argentina jersey—symbolizing total devotion and physical connection to the national team.