CR7 BY CRISTIANO RONALDO
We were in charge of to performing an in-depth brand discovery, defining a style and visual elements. in order to create CR7's new denim global brand and shopping experience.
We started by defining who the CR7 man is for it’s primarily male audience and based on this, come up with Initial branding, color, shape and pattern explorations, define a photography style, create a brand book/ style guide, develop social media content., and finally e-commerce site and mobile experience.
We were working with several other brand partners associated with Cristiano Ronaldo to ensure everything we created stayed on-brand and communicated his vision of inclusion and inspiration for which we came up with the hashtag #wearelimitless.
One of the biggest challenges, in addition to working with so many teams and brand partners, was that he was in Madrid at the time and we were logistically unable to shoot with him due to his busy schedule so we had to create prototypes for all the materials including the website by envisioning the photography style and content we wanted without actually having any photography in hand. The photography was shot later when his schedule allowed and plugged into all digital and print materials.
This design and style approach addressed the desired lifestyle approach of the CR7 man found during the initial discovery process using photography and branding elements.
IT ALL STARTED WITH A QUESTION:
WHO IS THE CR7 MAN?
BRAND ELEMENTS WERE APPLIED TO DIGITAL
Online shopping experience
... AND MOBILE
CREATING A FULL EXPERIENCE:
TV & LIVE EVENTS
Live event staged in NYC.
Vehicle on fire, Cristiano comes to save the day by saving the driver, a beautiful woman.
The door is too hot, he takes his jeans off in order to be able to open the car door.
Is it him or is it the jeans?