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.
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.
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.
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!
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.
Steve Bomford gave us the heads up on this wonderful short film made up of old film footage, from the 50s to the 70s, filmed around Portsmouth and Southsea. If you like looking at some vintage Portsmouth and Southsea you will love this (really interesting to see the Guildhall before it was pedestrianised and the buildings were demolished for the council offices).
Due to possible damage due to the storm and the high winds it was possible to access the inside of the war memorial down on Southsea seafront the other day. I always though it was a solid structure but it turns out it is hollow with sunken foundations and access to the top. From the plaque inside, it looks like the ladder is for maintenance if there is a lightning strike (the top of the memorial has a huge copper globe).
No disrespect was meant by taking a very brief look inside, just architectural curiosity and finding out something not commonly known about a Southsea landmark.
Check the Skate Library for the first of a growing list of old Southsea photos including this one of Lance Mountain grinding the Law Courts back in 1988 (photo by Tim Leighton-Boyce).
Here’s an interesting little blog I stumbled upon. Inksquatch are a collective of Portsmouth based artists, illustrators and designers that comprises of four people working on anything from books, maps, sculptures, bags, badges, you name it from the sound of things. Check out their BLOG and WEBSITE for more info.
Southsea Flats by Cat
It has been on the cards for a while now but finally yesterday the old Roller Hockey Club House at Southsea Skatepark was torn down. It had become unstable and hadn’t been used for a while. I was lucky enough to gain entry back last year and took a few photographs. If anybody has any old photographs of the club house seen in better times then please let us know.
Lots of exciting plans at the Skatepark so watch this space.
This photo of Cody taking a leap of faith form the club house roof has always been a winner in my book.
I’ve been holding on to this for a while now as I wanted to make a feature of it and had to wait for the exhibition to finish to give it pride of place on the front page. If like myself you’re always looking around at our local architecture you will have noticed many of the buildings within the book Thomas Ellis Owen Shaper of Portsmouth, ‘Father of Southsea’. Some could even be right on your doorstep but you have never noticed, or peeked over that high wall. Thomas Ellis Owen’s work is all over the city and you’d be forgiven for walking past as a lot of it is hidden or down those streets you may not stroll down too often. Other buildings however are right in your face. Ever noticed the huge block of flats at the entrance to Waitrose, the detailing on the building at Dover Court opposite the old Havana bar?
“Thomas Ellis Owen is probably the best known of Portsmouth’s nineteenth century architects, his construction of villas and substantial terraces in Southsea being responsible for the emergence of the district as a middle class locality. His work was recognised by Pevsner and Lloyd in their magisterial Buildings of England: Hampshire, and later by a rather more detailed architectural enquiry by two students, Preedy and Stewart. My own research was principally concerned with dating Owen’s properties and analysing their inhabitants. What Sue Pike has done is to cast the net very much wider, not only by providing great detail about Owen’s family, but also by demonstrating the impressive breadth of his activities outside architecture. Indeed, his interests were so wide that there must have been few aspects of Portsmouth’s development in the 1830s, 1840s and 1850s in which he was not involved. Infrastructural fields such as gas supply, the Portsea Canal, railways, the Camber Docks and hospitals lay within his purview, while he assisted in the purchase of land for one of Portsmouth’s defining features, the Palmerstonian forts. His tithe map has proved of inestimable value to local historians. Meanwhile Owen was an important local politician. All these facets of Owen’s life have been fully laid bare in this thoroughly well researched book by Sue Pike, who is to be congratulated on her labours.” Professor Ray Riley
Thomas Ellis Owen Shaper of Portsmouth, ‘Father of Southsea’ is a really interesting read and contains stunning colour photos of many Owen properties in Southsea and Alverstoke by Gosport photographer, Tim Martin. There is no real target audience and hopefully it will appeal to old and young alike. The detailed captions may be helpful to first year architecture students but it showcases Southsea well and may well appeal equally to academics, photographers, interested newcomers and people who just want a really nice book to put on their coffee table. I’m a huge fan of both history and architecture so this book is a real winner for me, and I have no doubt that if that’s not really your bag you will still appreciate what Thomas Ellis Owen Shaper of Portsmouth, ‘Father of Southsea’ has to offer.
You can purchase a hardback copy for £25 via the publishers www.tricornbooks.co.uk and www.whsmith.co.uk and read up on the book and the author Sue Pike over at www.thomasellisowen.co.uk
You know we love a bit of Vintage Portsmouth & Southsea here at Strong Island. Not too much info on this one, perfect for holidays though. The flickr link states the photo of the poster was taken in Eastney, but I’m not sure where.
Via : Bob Franklin
Adam Wintle recently uploaded to his blog loads of photos from an old book about Portsmouth passed down to him by his dad. Some of the photos in the book are incredible, be sure to spend some time having a good look through, below are a few examples: