The HSBC World Rugby Sevens Series is one of the most exciting global sporting events on the market. It features the dynamism of sevens rugby, paired with a spectacle of entertainment and audience engagement that is second to none; fans arrive wearing creative and often outrageous costumes in both an effort to support their team and as an opportunity to be completely uninhibited. Our agency chose to capitalize on the unique display of thousands of people adorning incredible outfits contrasted by the intensity of the players, in both the 2017 and 2018 campaigns. This was manifested by shooting a player in full uniform, with a fan in an outrageous costume mirroring the player’s pose, symbolizing the importance of the audience’s role in the tournament.
My involvement in the 2017 and 2018 campaigns was focused on designing and producing promotional pieces across a number of platforms. This included out of home ads such as bus and skytrain wraps, transit floor and wall decals, and transit platform posters, as well as online advertisements and in-stadium collateral such as column wraps and the score clock screen.