Juan Montanchez - Nike Alianza Lima 2019 Limited Edition Jersey campaign

ALIANZA LIMA "LA MORADA" KIT

The Lord of Miracles (in Spanish: Señor de los Milagros), is a Jesus Christ painting venerated in Lima, Peru. Venerating his image through catholic processions and purple decorations forms an important part of Peru and is one of the largest catholic processions in the world.

Hundreds of thousands from all races and economic backgrounds participate honoring the image through the streets of Lima. Boulevards are decorated with the characteristic purple to celebrate the Lord of Miracles.

Alianza Lima football club launches a football jersey every year in October to honor Señor de los Milagros, the guidelines asked to follow the same path as the home and away jersey kits presented in the beginning of the year.

Read more on El Comercio, Movistar Deportes and Footy Headlines.

Current photographs, we as a team, took from the museum of the Lord of Los Milagros as a guide for patterns and shapes.

A R T W O R K S

Masterpiece

Frame I found in a related museum and used it to strengthen the concept of ”masterpiece”.

Scriptures

Traditional style taken from scriptures found on paintings from that museum.

Torn textures reimagined

The torn texture used in the previous campaign now are golden to match the new concept.

S U P P O R T E L E M E N T S

I Curved Lines

Shapes inspired from the small "detente bala" of the customized clothes people use in the celebration of "Señor de los Milagros"

II Purple colored Habit

People uses a purple habit the whole month of October to honor the celebration.

III The Arch

Lines inspired from the ones that has the "Señor de los Milagros" main painting.

IV·V Borders

he painting has in its borders this texture made with jewelry

T E A S E R

Concept

Continuing the ripping reveal as the previous campaign, but now with golden textures.

We rescued the concept of art, fights, history, and how clashes are represented over the years. All of this to give the fans the artistic feel we wanted them to receive when they buy the jersey. Maybe the jersey was simplistic, but we started giving them the feeling inside.

Parts of the teaser video released before the presentation of the shirt

The video begins by referring to the start of the year kit launch campaign (shown in the middle video) but this time with a little variation in borders, showing them in gold representing the piece of art.

We chose to animate the sheets as representing a person viewing a collection of old photographs of their club and while viewing them metaphorically show what them represented to the fan, strength and historical tradition at the same time.

A R T W O R K A N I M A T I O N