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Nike Football’s ‘Risk Everything’ by Portsmouth Studio ilovedust – Exclusive Interview

In the last few weeks Nike launched ‘Risk Everything’ their new football marketing campaign that features the England football team as well as other players from all around the world including Cristiano Ronaldo & Neymar Jr. Risk Everything also includes the new England kit for the 2014 World Cup with striking imagery of the players and the three lions. The artwork & branding of this vast, international marketing campaign by one of the largest brands in the World was created by Portsmouth’s very own award winning ilovedust design studio, located at the heart of the city. Established in 2003 the company and design team have grown dramatically, working with international brands as well as on local projects. Strong Island caught up with ilovedust’s Matt Howarth, senior designer, and found out more about ILD’s involvement with Nike’s Risk Everything:

ilovedust has been working with Nike for some time, can you give us a quick history of how you hooked up with them initially? Some of the past projects with them that you guys have been particularly stoked on?

We’ve been working for Nike for the last 7 years, it all started off with an illustration for a Jordan x Levis 501 project back when we were a small 4 man studio, i guess we did a pretty good job and the word spread internally at Nike world headquarters that ilovedust knew their shit! Since then we’ve grown our relationship year on year and been lucky enough to meet some inspiring people and work on some great projects along the way.

Can you give us some background on when and how you guys got involved in the England World Cup promotional branding and Risk Everything?

The initial brief for the “Risk Everything” campaign came from advertising agent Wieden & Kennady (W+K) in Portland, Oregon, over the years we have a made a few friends there and they emailed us way back in September saying they’ve got the perfect project for us! The project became so big that we ended up working directly with the Nike Football department directly.

Nike Football's 'Risk Everything' by Portsmouth Studio ilovedust

From what has been released already I’ve seen the mural on the Southbank of Jack Wilshire & Wayne Rooney the backdrop for the England team for their World Cup kit, retail displays and more, it is clearly a huge project, can you break down what is involved in a project of this scale?

Oh god… where to start!! Initially W+K briefed us to create illustrations for their 5 top footballers to be used in a print campaign (these will released in a couple of weeks), then Nike Football tasked us with creating illustrations for 7 different countries which Nike will be sponsoring at the World Cup, these would be used online and across retail destinations in each of the 7 countries. Since all of these have been completed we’ve been contacted by W+K London, Amsterdam, Rio and Tokyo for additional illustrations, this is where the Wayne Rooney/Jack Wilshere piece comes in to play, curated by W+K London and currently on display on the Southbank.

Nike Football's 'Risk Everything' by Portsmouth Studio ilovedust (5)

With Risk Everything you guys have stamped your distinct signature style all over it, what level of creative control do Dust and the team have in the collaboration with Nike?

When the brief came in it referenced a lot of our work, the client had a distinct idea of what they wanted, we took it, run with it, and made it better. Luckily we have good, open relationships with our clients, and we know a thing or two about football, so they trusted us.

As well as having your main studio in Portsmouth you have a studio in Portland, working with a brand the size of Nike and a project of this scale have there been practical issues with working with a brand on the other side of the World? Advantages?

We’ve visited Nike HQ 3 times during this project and our small studio in Portland has allowed us to work on the project in real time with the clients. We’re used to being 8 hours ahead of them everyday, and working until midnight is not uncommon, so being able to work and get feedback instantaneously was a real advantage.

Nike Football's 'Risk Everything' by Portsmouth Studio ilovedust (1)

The ilovedust lion is the striking backdrop for the England team in the new Nike kit in the run up to the World Cup, what design constraints did you experience (if any) with working with essentially a national sporting icon? Were the FA involved in sign-off?

This project was a fun one to work on with hardly any design restraints, and as far as we know The FA were not involved in sign-off, but as with all Nike work it had to go through legal checks, we we’re pretty safe with the 3 lions.

The lion and associated artwork are already gracing huge sports retailers’ windows plus on TV adverts, how does if feel seeing your work on this level in the UK?

It’s always nice to see months of hard work pay off when it’s released to the world – a bit surreal to see it in shop windows in your hometown!

Nike Football's 'Risk Everything' by Portsmouth Studio ilovedust

I’m assuming there is still much more to come in the run up to June and the World Cup? Will you guys be getting out to Rio?

Yes, lots more to come. The “Risk Everything” campaign will run beyond the World Cup and into next season so we have started to work on a different style of illustration for Europe’s top clubs; Barca, Man Utd, PSG, Juventus etc etc

ILD is home to some die hard Portsmouth FC fans, ever think about what you could do in regards to the club in respect to design? Maybe a new kit for 2014/2015 season?

Ha, the current kit’s not too bad but i’m sure we could improve it if given the chance!

Without letting too many cats out of the bag, what other projects are you guys working on for 2014?

Some very cool projects in the pipeline, one for Pepsi which is also World Cup related, we’re continuing to work with Microsoft for the launch of Xbox One’s Sunset Overdrive computer game in 2015, hmmm what else… lots more Nike that’s for sure, a few bits for Red Bull and a couple of top secret projects which you’ll have to wait for… sorry!

The Risk Everything artwork continues to roll out through the press and on TV, below are some images of the artwork already in the wild, be sure to keep up with the ILD website, blog, Twitter, Instagram & Behance to see more.

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Last Day of the Creating Balance Project Exhibition at Pitfield in Winchester

The Creating Balance Project exhibition’s current residency at the Pitfield Pop-Up in Winchester ends today with the exhibition receiving some really great comments and coverage on websites, etc. Below are some photos by our own Claire Sambrook from a recent visit when many of the project’s artist/designer/photographer participants went up for a look. See more of Claire’s Creating Balance Project photos over on here Flickr.

The Creating Balance Project exhibition will return home to Portsmouth on the 10th of January 2014 for an extended exhibition at Aspex Gallery in Gunwharf, with an opening party and a series of other events and activities to be announced very soon. Ourselves and Anglepoise® are all really looking forward to showing the project to everyone in Portsmouth very soon!

To find out more about the project and exhibition please visit:

www.creatingbalanceproject.co.uk

Creating Balance Project Exhibition at Pitfield in Winchester (1)

Creating Balance Project Exhibition at Pitfield in Winchester (2)

Creating Balance Project Exhibition at Pitfield in Winchester (3)

Creating Balance Project Exhibition at Pitfield in Winchester (4)

Creating Balance Project Exhibition at Pitfield in Winchester (5)

Creating Balance Project Exhibition at Pitfield in Winchester (6)

Creating Balance Project Exhibition at Pitfield in Winchester (7)

Creating Balance Project Exhibition at Pitfield in Winchester (8)

RETROSPECTIVE – Vintage Portsmouth & Southsea

“Since Strong Island began back in 2008 we have amassed an incredible amount of historical information about Portsmouth & Southsea’s past. These articles are not only from our own interest and passion about the city, but also from readers that have sent us some amazing facts. So much has changed in such a relatively short amount of time and the fast pace of life around us can make it easy to forget the importance of this cities history.

Retrospective‘ takes a look back at some of our previous posts incase you missed them in the past or you’re one of our new readers. One day myself and Paul hope to create a stand alone archive here utilising all the books and photos we have collected that haven’t made it on to Strong Island as of yet. With permission of course! So much to do and so little time. Enjoy.”

This is one seriously awesome vintage photography collection from Pop Olive33 that I found on Flickr a while back (sadly no longer active). Check out Osborne Road and Guildhall. Just incredible. It’s hard to imagine a time when traffic flowed through Guildhall, and that was only in 1968 and the shot looking west down Osborne Road is amazing. Trams, horses, grand buildings, a traffic cop, ladies & gents. It’s all going on…

Originally published Tuesday, March 15th, 2011









It’s going to be a Strong Movember – Join The Team

Righto chaps, keep that mighty moustache on the grow in support of Movember for The Prostate Cancer Charity and the Institute of Cancer Research. For 30 days of November you can help support and raise awareness through selflessly parading your top lip for charity.

You can sign up yourself, as I’m sure many of you already have, or you can join the Strong Island team and seek out sponsorship as a team. Through the Strong Island Movember page you can ask people to join the group, make donations, upload photos and post updates via the MoSpace page, Facebook and Twitter.

Head over to our MoSpace if you would like to get involved and grow a Strong Moustache to help raise awareness, or simply head over to www.uk.movember.com and sign up to personally raise money.

The funds raised in the UK support the number one and two male specific cancers – prostate and testicular cancer. The funds raised are directed to programmes run directly by Movember and our men’s health partners, The Prostate Cancer Charity and the Institute of Cancer Research. Together, these channels work together to ensure that Movember funds are supporting a broad range of innovative, world-class programmes in line with our strategic goals in the areas of awareness and education, survivorship and research.

Poster: Tristan Savage

It’s going to be a Strong Movember

Righto chaps, it’s time to clean shave your boat race and get that mighty moustache on the grow in support of Movember for The Prostate Cancer Charity and the Institute of Cancer Research. For 30 days of November you can help support and raise awareness through selflessly parading your top lip for charity.

You can sign up yourself, as I’m sure many of you already have, or you can join the Strong Island team and seek out sponsorship as a team. Through the Strong Island Movember page you can ask people to join the group, make donations, upload photos and post updates via the MoSpace page, Facebook and Twitter.

Head over to our MoSpace if you would like to get involved and grow a Strong Moustache to help raise awareness, or simply head over to www.uk.movember.com and sign up to personally raise money.

The funds raised in the UK support the number one and two male specific cancers – prostate and testicular cancer. The funds raised are directed to programmes run directly by Movember and our men’s health partners, The Prostate Cancer Charity and the Institute of Cancer Research. Together, these channels work together to ensure that Movember funds are supporting a broad range of innovative, world-class programmes in line with our strategic goals in the areas of awareness and education, survivorship and research.

Poster: Tristan Savage

Southsea Circa ’51

After purchasing a few bits of old furniture the other day, under closer inspection we found the shelving to be lined with old newspaper.

Coming from one of the sheets is this, an advert for Southsea from the Sunday People dated 21st January 1951.  The best bit and also a point raised by more than one person, is the fact that in 1951 it takes 90 minutes by train from London Waterloo to Southsea the same as it does today!  Fascinating that in 61 years we haven’t managed to make it any quicker.

Portsmouth on Film – Episode 4

The new episode of Jonathan & Matthew Ring’s vintage family footage ‘Portsmouth on Film’ went up yesterday. This episode is of a bus trip from Old Portsmouth to Southsea to Eastney.

I still lament the loss of the Portsmouth Transport Museum.

Portsmouth on Film – Episode 3

The next episode of Jonathan & Matthew Ring’s vintage family footage ‘Portsmouth on Film’ went up recently. This episode is of a round Portsmouth car journey back in 1998.

Portsmouth on Film – Episode 2

A new episode of Jonathan & Matthew Ring’s vintage family footage ‘Portsmouth on Film’ went up this week.

This episode has focuses on Canoe Lake and the Model Village.

Portsmouth on Film – Episode 1

Jonathan & Matthew Ring recently released a book of archive Portsmouth photography that was taken by their grandparents over the years (find out more about the book HERE). As well as photographs they also found a load of footage filmed around the city and have just released their first episode of their Portsmouth on Film.

This episode has some great footage from the early 90s, including some from the Tour de France.

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Local Photographer – Harvey Mills

Okay, so it’s not quite on the Island, but hey, when the content is this good we can forget about the extra few miles. Harvey Mills shoots Murray Cross chomping the Langstone 13 set on the Havant roundabout with ease. Perfect timing and composition from Harvey.

Check out Harvey’s webiste www.harveymills.com and also his Flickr. Below are photos of Charles and Southsesa’s buttery own Bored teamrider Adam Keys.

BBC Reel History Event

Portsmouth Film Society is taking part in the BBC series of events celebrating local history through archive film, in partnership with the Wessex Film and Sound Archive. Join PFS for a look back at Portsmouth and Southsea history on the big screen, with a talk from local artist Jez Stevens who will discuss his project “No Diving” on the Hilsea Lido, which uses footage from local amateur filmmakers taken at the Lido, and Portsmouth historian Dr. Dave Allen.
Date – Wednesday, November 16 · 6:00pm – 8:00pm at the Omega Centre, Portsmouth.
Entry is £2 or free for full Portsmouth Film Society members.


No Diving film

For those of you that missed our post of Dave Allen’s lecture here it is below.

Pier and Snow

Here are a few photos from a walk down to the pier on Wednesday during the snowfall. There are some more over on Forever Circling.

Whiteout #2

Pier

Walk Together

Local Photographer – Rich Heath

I always search Southsea on Flickr at least once a week to see what sort of askew views people take on this fair town. Rich Heaths photographs stopped me dead in my tracks scrolling through pages when I saw his sunrise photographs. Simply awesome. Check out Rich’s Flickr Photostream for more photos and head over to his website Hampshire Light to buy prints.

The photograph below was chosen for the front page of The NEWS to accompany an article on the planned redevelopment of the sea front. I couldn’t find the article, but if anyone has a link post it up in the comments for all to see.

rich-heath

Transport No. 2: The Hovercraft

Southsea seafront has iconic and familiar structures and views but ever since the mid 60s we also have the familiar sound of the hovercraft engines as it repeatedly arrives and leaves for Ryde. This hovercraft route itself was the first Hovercraft passenger service in the world and Hovertravel Limited, founded in 1965, is the world’s longest established commercial hovercraft operator. The first hovercraft was first developed on the Isle of Wight in 1955 when inventor Sir Christopher Cockerell tested out his idea for a floating/flying craft by putting a cat food tin inside a coffee tin. After fine-tuning his designs, Sir Christopher Cockerell secured funding to build a hovercraft. Saunders Roe, the flying boat firm in Cowes on the Isle of Wight was given the contract. The commercial success of hovercraft was initially huge but subsequently suffered from rapid rises in fuel prices during the late 1960s and 1970s. Since the channel routes abandoned hovercraft the United Kingdom’s only public hovercraft service is now our one operating from Southsea.

In 1972 Hovertravel’s SR-N6 012 overturned off of Southsea with a loss of five lives. This was the world’s first fatal accident involving a commercially operated hovercraft. Apart from this one incident the service has an incredible safety record and is used day in day out to transfer up to 100,000 passengers a year.

The hovercraft is a wonderful and now unique form of local transport and something to celebrate and also to actively enjoy with a trip. Booking and travel information is available at the Hovertravel website.

To discover more about hovercraft we are lucky to have the Hovercraft Museum just down the road in Lee-On-Solent which houses the world’s largest library of documents, publications, film, video, photographs and drawings on hovercraft and a collection of actual hovercraft too including the last two remaining SR.N4 craft, the world’s largest civil hovercraft.

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