Layering the legacy of black
To launch the official All Blacks jersey for Rugby World Cup 2023, the campaign centred on a powerful photo series by Tim D, capturing the players’ spirit and legacy. A bold, textural design system was developed to bring the imagery to life across social, retail, digital, and a comprehensive brand toolkit. The campaign culminated in an exclusive Auckland event featuring Jason Momoa, select All Blacks, and French artist Fey the Wolf, complete with an immersive jersey tunnel and holographic projections that fused history with innovation.
Agency: Augusto
Client: adidas
Role: Lead Design