FIFA World Cup

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Adidas

For the FIFA World Cup, Adidas asked for a campaign that would feel like the hands behind the game rather than the players on the pitch. Instead of celebrating goals and stadiums, we focused on the small rituals that happen before a match: tying a pair of gloves, wrapping a wrist, holding a ball for a moment before stepping out, touching a chain or a ring for luck.

We worked with amateur goalkeepers, kit managers and coaches, and photographed only their hands and gestures. Black leather against white backdrops, silver against skin, very shallow depth of field. The result turned a sports campaign into a series of almost sculptural portraits, closer to a still life than to an action shot. The images ran as out-of-home posters in several cities during the tournament, each one printed at a scale where a single hand was taller than the people walking past it.

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