Arsenal FC x PUMA Away Kit Reveal

To support Arsenal Football Club’s ambition of becoming a truly global brand, our studio was commissioned to create a visually stunning and unforgettable launch for the 2015/16 away kit.

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To deliver this, we designed an immersive projection mapping experience around a custom-built, five-metre-high 3D torso. This giant structure formed the centrepiece of the reveal, combining physical presence with dynamic visuals to build anticipation. Set against a striking 15x5 metre LED wall, the reveal incorporated multiple layers of digital and live elements for maximum impact.

Our projection-mapped sequence was carefully choreographed to simulate the stitching of the new PUMA Arsenal Away Kit onto the torso, piece by piece. This digital stitching effect, combined with theatrical lighting, gave the appearance of the kit materialising in real-time on the structure, enhancing the visual depth and realism.

The kit reveal was a resounding success, engaging live and online audiences through a seamless combination of digital spectacle and live theatrics.

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