JD Sports x Western Sydney Wanderers Kit Launch
JD Sports engaged us to launch their sponsored kit with the Western Sydney Wanderers. We proposed a multifaceted project which included a video and photography narrative series along with a custom-designed, limited-edition launch pack. Our concept was the ‘Bloodlines of the West’, exploring the rich and passionate culture of Western Sydney in an authentic and true way. The series featured Australian drill artist, Hooligan Hefs, hip hop artist, B Wise and social influencer, Sya, all locals, and Mitchell Duke, WSW star. The series celebrated the true landscape and stories of Western Sydney.
CREATIVE DIRECTION // STRATEGIC PROJECT CONCEPT DESIGN // FULL VIDEO PRODUCTION // CAMPAIGN PRODUCTION // INTERVIEWS // PHOTOGRAPHY // ART DIRECTION // GRAPHIC & PACKAGING DESIGN
The video and photography campaign was featured in-store at JD Sports on large video screens and with large-scale printed photography. The campaign was launched in-store with the release of the kit, with the limited-edition packages detailed below available to the first in line. These were also seeded to local influential people in culture and sport.
Our Bloodlines concept explored the deep cultural roots of Western Sydney, graphically represented through the streets of the suburbs becoming arterial bloodlines. The concept highlighted that the people of the West make the rich and passionate culture of the area what it is.
The packaging included tissue paper featuring photographic negatives of ‘Portraits of the West’ including people and places that define the local area. Five postcards with portraits of the featured people with their personal quotes about the West were also part of the exclusive, limited-edition package.
The project included a designed report for JD Sports Global offices to detail the success of the campaign.
