A–Z Sportswear has a new campaign featuring Zlatan Ibrahimović
A–Z Sportswear has a new campaign featuring Zlatan Ibrahimović to promote their boxer shorts. The concept was derived from the underwear’s inner gold waistband, which serves as a metaphor for every athlete's inner gold.
The creative team Jason Kinsella and Fredrik Melby, built the creative expression on a rap about gold symbols that are often associated with success, and set the rap music to the rhythm of Zlatan jumping rope. They collaborated with two-time Swedish Grammy winner Erik Lundin, one of Sweden's best known rappers to deliver the final music track. The film concludes with Zlatan himself telling us that there's only one gold that matters - your inner gold.
The film was directed Timothy Saccenti, who is best known for his unique blend of fashion, music, and technological experimentation. London's Time Based Arts is behind the stunning array of special effects work. The marketing team from A–Z, Jens Bonesmo and Caroline Nilsen – together with Kjetil Wold from Anti, worked closely with Radical Media from concept to completion.
Agency: Anti, NorwayCreative Team: Jason Kinsella, Fredrik Melby, AntiClient Manager: Kjetil Wold, Anti Founder / CCOChief Marketing Officer: Jens Bonesmo, A–Z SportswearMarketing and Communication Manager: Caroline Nilsen, A–Z SportswearSocial Media Manager: Carolina Frenning, A–Z SportswearCustomer Experience Manager: Hanna SweijerContent Manager: Daphne GorevitzMusic: Nisj, Erik Lundin, Jason Kinsella, Fredrik MelbyMusic Production: NisjDirector/Photographer: Timothy Saccenti Producer: Tina Pawlik Executive Producer: Ben SchneiderProduction Company: RadicalMedia Ltd.Photography Agent: Stem London – Will RobinsonDirector Of Photography: Tim Sidell Editor: Charlie MoretonVFX: Time Based ArtsVFX Supervisor: Matthew Shires & Michael BattockVFX Artists: Sheldon Gardner, Stephen Grasso, Linda Cieniawska, Sam Osbourne, Ralph BriscoeColourist: Simone GrattarolaLine Producer: Michelle O’Brien Production Manager: Eleanor Mulcaster Sound Mixers: Duncan Cross & Ed Railton