Client
Springboks
Role
Creative Direction
Year
2024
Scope
Campaign photography
The Brief
A campaign for the Springboks supporter range, built to sit alongside the global rugby conversation without leaning on heritage cliché.
The Challenge
Heritage brands are easy to mishandle. The work had to honour what the jersey means to the country while reading as a confident, modern leisure register.
Quiet confidence. Studio portraits, no noise, the garments carrying the brand. Green and gold do the talking, we framed them with restraint and let the people wear them like the badge already belonged to them.
“The jersey doesn't need a campaign to convince anyone, it just needs to be photographed like it knows that.”
Outcome
Heritage
Held without cliché
Premium
Register matched to the global rugby conversation
Next Project →
Brand Repositioning
Old School / 2025