Case Study: São Paulino Before Anything Else

This is an amazing case study that features an advertising work done by Ars Thanea for the Brazilian soccer team São Paulo. The concept for the ads was to show a são-paulino tearing away his skin to reveal a São-Paulo Football Club jersey. Check out how it was done step by step.

For more from Ars Thanea visit arsthanea.com.

Case Study: São Paulino Before Anything Else

Case Study: São Paulino Before Anything Else

Challenge

Soccer is arguably the biggest sport in the world and team loyalties run thicker than blood, a concept that comes into play in São-Paulo Football Club's latest ads. Ars Thanea was approached by Young & Rubicam Sao Paulo to produce two key visuals for their "Before Anything Else, São-Paulino" campaign. In case you're not familiar, são-paulino is the term used for fans of the team and for them, soccer is life. The concept for the ads was to show a são-paulino tearing away his skin to reveal a São-Paulo Football Club jersey.

Solution

To achieve the unusual effect of very realistic skin tearing away we combined photography, creative retouch and CGI techniques.

Concepts

Case Study: São Paulino Before Anything Else

Case Study: São Paulino Before Anything Else

Process

Case Study: São Paulino Before Anything Else

Case Study: São Paulino Before Anything Else

Case Study: São Paulino Before Anything Else

Case Study: São Paulino Before Anything Else

Case Study: São Paulino Before Anything Else

Process

Case Study: São Paulino Before Anything Else

Case Study: São Paulino Before Anything Else

Case Study: São Paulino Before Anything Else

Case Study: São Paulino Before Anything Else

Case Study: São Paulino Before Anything Else

For more from Ars Thanea visit arsthanea.com.

paul0v2's picture
Paulo Canabarro

I'm a passionate designer at pauxel.com where I focus on helping small business grow online. I'm also an enthusiastic blogger here at abduzeedo.  Say hello on twitter @paul0v2.

RAWZ

Rawz is our user generated site where anyone can share their work or work with the Abduzeedo community. You can also share what inspires you, always crediting and linking the source properly. In addition to that, the best images get selected and published on the Daily Inspiration series here on Abduzeedo.

Submit image

Designed by Brazilians proudly hosted by (mt) Media Temple