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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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Letters from Ian Parmiter & Photo by Claire Sambrook

Dockyards

The dockyards, taken on 18th July 1914. The dockyards and harbour are quiet as almost all the ships are anchored at Spithead ready for the Royal review by King George V.

Dockyard
(Click to see larger image)

South Parade Pier

We’ve mentioned Diana Goss on Strong Island before. A touch of class behind the lens and a really nice lady.

Here’s another great example of Diana’s work in this Cross Processed, 120 shot of South Parade Pier.

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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.

Spinnaker Tower

Soaring 170 metres above Portsmouth Harbour and the Solent, the Spinnaker Tower is taller than the London Eye, Blackpool Tower and Big Ben and has already established itself as a national icon for Britain. Get yourself down to Gunwharf Quays and check out the panoramic views over the city and the Solent. Don’t forget your camera. Oh, and if you’re a Portsmouth resident you get cheap entry if you provide proof.

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