Throughout our many years in the game, nothing has taught us more about our capabilities as a creative agency than a crisis. Not that there’s been many, thankfully. But when they do occur, we find a whole new gear.
We all know what the most recent (global) crisis was, so let’s not dwell on that. But when our in-person access to adidas Rugby’s key athletes was pulled from underneath us, we had to find a new set of tools to help the brand engage with product storytelling through the Six Nations 2022.
What we landed on was a multidimensional content strategy, in more ways than one. Turning to our design department, our direction centered on the elevation of existing resources and fresh ways to turn existing imagery into thumb-stopping social 2D and 3D content that could be posted reactively through key moments in each match.
Not only that, but a self-capture brief made remote digital creatives of international adidas players, and provided us with bespoke digital assets that were social-first, relevant and engaging.
Would the rugby community have guessed that these assets were pulled together in the midst of a disaster? We think not. And that’s an outcome we’re very proud of.