Challenges
Follow international guidelines, but create something unique that differentiates this from the multiple shirts of Nike. The home kit was the "strangest" jersey ever released in Alianza Lima’s history so we had to connect with the fans to make it look familiar.
Many pictures where taken from the stadium neighborhood to learn about visual culture.
The connection between the fans, the team and La Victoria is so deep that is represented in colors, words and symbols.
Picture I took to some locals in the "Matute" neighborhood, the place where the Alianza Lima's stadium is.
A R T W O R K S
I Leaving Mark
We took pictures of several street-wall textures and used them for making the visuals.
II Graffiti tags
We used several graffitis as a reference and made the phrase "Corazón Alianza" with them.
III Grunge team crest
We made a grunge version of the team logo representing the many we saw painted on streets.
I Encouraging Phrases
Wrote some of the most popular words among Alianza Lima fans to complement the art.
II Nike Swoosh Graffiti
Linking street art from the Alianza Lima central Neighborhood with the Nike Swoosh.
I Womens jersey
Taking into account all the graphics created, a special artwork was made for the female jersey.
II Street Art work Digitalized
We digitalized a common sprayed symbol among fans (“AL” heart) to make the campaign more relatable to them. They loved this consideration.
Best of both worlds
On left is a digital as a reference of european Nike jersey campaigns and the right is street styled.
A P P L I C A T I O N S
T E A S E R
S T A D I U M
P A R T I C I P A T I O N
⟡ Conceptualization and Creative Direction
⟡ Design of the Toolkit
⟡ Directed photographers
⟡ Took in field Pictures to the event assistants
⟡ Elaboration of the header concept art
⟡ Creation of the location map animation
C R E D I T O S
Client: Nike Football
Football Regional Brand Marketing Manager: Jean Carlo Padilla
Sports Marketing Specialist: Jose Noguera
Photography: Segundo Luchi
Photo Assist: Santiago Mendez, Mariano Magrini
Production: Today
Creative Direction & Visual Research: Manuel Arias
Account executive: Michelle García
Art Direction: Karem Albirena
Graphic Design: Daniel Montanchez & Juan Montanchez
Animation: Juan Montanchez, Ana paula Sanchez & Daniel Montanchez
Influencer Photography: Daniel Montanchez
Stylist: Luis Carlos
Hair & Makeup: Winie Calvay
