Vm Ig Li
adidas Football
Joao Felix ‘Golden Boy’ Campaign

We worked with adidas to shine a spotlight on the previously untold story of the newly crowned European ‘Golden Boy’ Joao Felix. 

To capture the coming of age of one of world football’s most-talked about talents, we showcased Joao Felix’ refreshing and unique personality away from the pitch; juxtaposing his youthful disposition and playful attitude with his philosophical thoughts and his passions away from the game. 

The thread of content reveals all-sides of a personality the world has not seen before, achieved through a unique blend of premium lifestyle imagery, video content and insightful long-form editorial. The project also incorporated a series assets which were used in various formats, including an exclusive OOH billboard in the heart of Joao’s new home of Madrid in Callao Square.

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