Adidas ArgentinaWorld Cup Image Campaign 1998

One of my first major campaigns as an art director in Argentina, more than two decades ago, in a completely different media landscape. Yet, the campaign still resonates with soccer fans around the world. The headline in Spanish was a masterful play on words, delivering a unifying and emotional message that spoke not only to soccer enthusiasts but to everyone. The concept revolved around the innovative microfiber technology of the jersey, which offered superior ventilation and heat diffusion, making it feel like a “second skin” — a notion brought to life through the painted body in the ad. This classic, award-winning campaign was a tribute to the deep passion and devotion that Argentinians have for soccer.

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 campaign featured a set of “twin” models. We seamlessly combined images of both models’ bodies, while the shield and Adidas logo were painted separately and added during postproduction. The result was a visually striking billboard, prominently displayed at the entrance of the Ezeiza airport in Buenos Aires, my hometown.

This award-winning ad was showcased across newspapers, magazines, billboards, and street signs, earning multiple accolades in print media both internationally and throughout Latin America. Since it was 1998, there were no digital components involved at the time. However, the campaign experienced a resurgence in 2014 when it was reprinted for the Brazilian World Cup. The re-release included a website component, capturing the attention of a new generation of soccer fans and driving renewed sales for the product.

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