In darkness we dare
Away from home is where players and fans need to be at their most fearless. The newly unlocked “dark side” becomes a superpower, an alter-ego defined by boldness and unrestrained confidence. The aim is to channel the normally found on the streets and under floodlights, to the fashion and culture ingrained into Tottenham Hotspur club. In this darker space, daring expression becomes possible.
Art direction, photography, and styling form the foundation of the execution. The creative approach is edgy, intense, and powerful, fully embracing an alter-ego aesthetic.
The concept also provides a strong opportunity to spotlight both the Home and Away kits, using the “dark side superpower” as the thematic bridge that ties the entire campaign together.
Pitch Phases
Phase 1. Opposites
Visually exploring binary opposites: the contrast between white and black, up and down, light and shadow
Phase 2. Smoke/Heat
Representing the white kit through a smoke effect coming out of the player’s black kit.
Phase 3. Motion Blur
The white smoke inspired the use of motion blur and more dynamic player poses. The background started to represent the characteristic Tottenham vibe and aesthetic, the players not being placed on the field, but outside of it, bringing them closer to the neighbourhood spirit and the audience.
Phase 4. Double Exposure
The 2 previous phases led to a new effect, which portrays the white kit player as a transitional state, while the black kit dominates. Ultimately, this led to more exploration with double exposure and pose dynamism.
Phase 5. The Glitch
While exploring the right effect to show the transition from the home kit into the black away kit, a random test of players splashed with paint let to the idea of glitching. While keeping he double exposure of the white kit, the players are now transformed within the glitch, which replaced the smoke concept.
