Case Study: São Paulino Before Anything Else

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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.

Written by

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.

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