Key features 

• Pioneering approach to photography
• Concept to execution
• Application across ATL, digital and retail

How close can you get to a game of rugby? Players, officials – they’re pretty close; but what if you could get even closer?

To promote the new Nike England Rugby kit we got as close as possible to the action by art directing photographer Patrik Giardino to take shots from the ball's point of view. In this way we aimed to capture the intensity of the game as well as show off the finer details of the kit.

Our campaign strapline ‘Respecting tradition. Defining the future.’ and the modern gothic typeface we developed referenced the pattern on the new Twickenham Stadium inspired kit. It was the fusion of old and new. 

Over a quarter of all kits produced had been sold within the first two weeks of launch.