Role
Concept / Creative Lead
Media
Video / Print
Adidas® World Cup 2022 Commercial
A defining milestone—Argentina’s World Cup Jersey Campaign for Adidas. The goal: capture passion, hope, and the dream of rising from humble origins to the world stage.
Drawing from my Cartoon Network animation roots, we brought the jersey to life through the wonder-filled eyes of a child, interwoven with iconic footage of the players. The result was a tribute to true heroes—the players—told with bold simplicity and emotional power. A moment of national pride transformed into a timeless story of greatness, memory, and magic.
Client
Adidas / World Cup Argentina
Creative Scope
Creative Concept / Photography Art Direction / Campaign Execution
Media
Print / Streaming / Film
Creative Concept
One of my favorite projects—and a defining creative milestone—was the launch campaign for Adidas Argentina’s World Cup jersey. The work still resonates for its emotional punch and instantly recognizable visuals.To spotlight Adidas’s microfiber technology, engineered for superior ventilation and heat diffusion, I began with a print ad built on a visceral idea: the jersey as a “second skin.” A body painted head-to-toe in the Albiceleste stripes symbolized total devotion and a physical bond with the national team.When Argentina later captured the World Cup, we re-imagined the concept. Drawing on my Cartoon Network animation roots, I brought the shirt to life through a child’s eyes—celebrating the real heroes, the players—by blending playful simplicity with championship-level grandeur.
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.
Before Argentina’s World Cup victory, I created the image campaign for the official jersey kit. 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.
A body painted head-to-toe in Albiceleste stripes symbolized total devotion and a physical bond with the national team. The campaign rolled out across magazines, billboards, and street activations worldwide—uniting innovation, pride, and national identity on a global stage.
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.
