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.

About the author of this post

My name is Paulo Canabarro, I'm a passionate freelance web designer paulocanabarro.com and enthusiastic blogger here at abduzeedo. Catch me designing Wordpress Themes. Say hello on twitter @paul0v2.