Portsmouth’s Carl Partridge is a local artist and photographer currently studying MA Communication Design up in that there London at Central St Martins. As well as all the awesome artwork on his website we particularly liked his Lomo Diana photos from round Portsmouth and the Isle of Wight. Be sure to look through the good work over at www.carlpartridge.co.uk.
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.
We recently mentioned local photographer Duncan Allan’s framing skills but we also want to profile Duncan’s creative photography too. With a wealth of knowledge in different cameras and experimentation in many different techniques (both with film and with Photoshop and Lightroom), Duncan has a strong collection of images from the local area and all around the world. Here are a few of our favourites but they are just the tip of the iceberg, to see more check Duncan’s Flickr.
Gareth Colwell sent us these amazing scans from a vintage book called ‘The Old Portsmouth and The New Southsea. “It was an old book of my Grandads’ we found when going through some of his old stuff that had been packed away for years. I love the paintings and the written bits, especially describing Southsea Common as “a dismal spot in the old days. Footpads and cut-throats roamed at night, and a murderer hung in chains on the edge of the shingle”
A really interesting read so I won’t say anymore and let the book do all the talking. Check out the full set of scans over at Gareths Flickr.
It’s fair to say that we all loved The Tricorn outside of it’s it intent. A classic example of people reinventing architecture far beyond it’s original purpose. This short film doesn’t delve too deeply in to the many uses and inspirations The Tricorn had to offer, but it’s still a nice watch.
“An imaginative portrait of a futuristic concrete experiment of a shopping centre (‘the ugliest building in the world’ according to Prince Charles), built in the 1960s coastal town of Portsmouth, England. Loved or loathed, it developed a passionate cult following of artists and skateboarders but has now lost the battle for life.”
Directed by David Ferrone and Martin Fickling.
Matt is one of Southsea and Portsmouth’s legendary skateboarders since all the way back to the 80s. This footage was filmed all in one evening about a year ago, still one of the best skaters to ever step on a board on this fair isle.
I’ve been following local photographer Paul Thurlow’s blog for a little while, always some wonderful photos from our little piece of coastline plus some incredible portrait and wedding photography too. Put what you’re doing to one side for a little while and have a look through Paul’s website and Flickr too, so many beautiful photos including HDR images too.
I’m sure a lot of you enjoyed the fantastic weather this weekend and many of you no doubt had a barbecue on The Common. I was out of town on Saturday but heard it was seriously busy down the seafront. A few of us had a BBQ on Sunday and we’re approached by some council officials regarding our position. They were very polite and let us carry on as we were already cooking and handed us some details of all the new zones.
Unfortunately the new zones now means hundreds of people are going to be packed in to single areas. The main common by the War Memorial will be extremely busy over the summer. More so than usual for sure. I fully back having these zones in place, but feel I’ll no longer be going to the common for BBQs if I can help it as they have made a lot of areas no go zones. It was always more appealing when you could spread out from other groups.
Wow. Another Incredible success. Myself, Paul and the Strong Island Crew owe a MASSIVE thank you to all the people who donated, helped out, attended and of course bought those ever so important raffle tickets.
With your generosity we managed to raise an amazing £800 for The Portsmouth Autism Support Network and The Portsmouth Lifeboat Station.
Everyone had a great time and got fully involved in the atmosphere of the night. Free Strong Island Iced Teas were flowing, and the buffet was awesome. Pet Sounds kept the musical vibe alive and the crowd did the rest. A really good turn out of Strong Islanders made sure The Belle Isle was packed and the charity tin was full.
Well done to all the people who were lucky enough to get one of the prizes. If not more. Winners win prizes…..
Thanks to everyone who came down, all of the very generous prize donators and of course extra special thanks to Paul, Graham, Ben, James, Andy and all The Belle Isle staff for letting us hold our party and making sure no one went thirsty. Cheers guys.
Without the support from our readers, contributors and friends Strong Island would not be in the position to hold such an event, and we greatly appreciate it.
Prizes were very kindly donated from the following people: LJRs / The Belle Isle / Sopranos / Southsea Skatepark / Caravan Gallery / Michelle So Scone / Boed / Southsea Boutique / Dead Mans Glory / Lou Bush / Helen at Kings Theatre / Geoff at The Wedge / Love Southsea / Mikey Ayling / Mark Persuad / Southsea Gallery / james Porter / Parmiters, Ian & Sue / James Weaver / Alanna Smith / Matt Howarth / Bruce Jamieson / Jamie Olivers (Megatron) / Diana Goss / James Batchelor / Fran Bierton / Paul Thurlow / Bonzo Studio / Head Hairdressers / I Love Dust / Holgarama / Stuart Trett at Ye Olde Bike SHoppe. Apologies if I forgot your name.
We’re already looking forward to our 4th Birthday Party next year. Hope you can make it. All the best and thanks again.
Tristan & Paul
Photos: Matt Saxey