I was tasked by Canterbury to art direct it’s IRFU 25/26 launch campaign. Whilst unable to shoot the players outside, the client wanted to incorporate Ireland’s natural landscapes as this was a key design inspiration for the fabrics across the jerseys. I presented various creative solutions of which digital collage was the favourite.

I directed the athletes and fan talent on set, developing a shot list of static and active poses for animation and static key visual purposes. I then worked with a post-production house and motion designer on the various deliverables, adhering to IRFU’s rules regarding equal player representation.

Photo: Louis Bamford
Post-production: Gimmick Studio