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.
You know we love a bit of vintage nostalgia here at Strong Island, and these old postcards of Clarence Pier are no exception. I always pick them up at the Car Boot sale opposite Clarence when I see one. When does the Car Boot start up again? Got to be soon. Answers on a postcard…
“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
On 10th January 1941 during a heavy bombing attack on Portsmouth the Guildhall was hit by several incendiary bombs which heavily damaged the structure and the resulting fires quickly spread throughout the whole building, turning it in to just a shell. It took almost 15 years to rebuild the Guildhall in to what we have today, which was officially reopened by the Queen on the 8th June 1959. This photo from Stan Webb from a collection of photos collected by Portsmouth College shows how totally destroyed the building was, leaving just some of the frontage and most of the tower.
I just can’t find the right images for this! Strong Island is 1 whole year old this Sunday the 27th. Time surely does fly hey. Meet us for a beer if you’re out and about. I think there’s something going on Albert Road this Sunday too…
and on another note…
Friend of Strong Island, Charlie ‘Pet Sounds’ Waddington told me about a very talented work colleague of his the other day and kindly asked if she could send in some examples of her work. Damn straight she can. That’s what we’re all about here, you know that.
I’ll introduce Vicky with the little bio that sent me. “Right, erm. About me, I’m 28, married with a two-year-old little boy, and have lived in Portsmouth all my life. I work three days a week at Paul Smith, where I’m the visual merchandiser and a sales assistant. The rest of the time I spend looking after my son, seeing friends and family, drawing, crocheting, sewing, watching films, listening to music and reading – the dream is to eventually scratch a living from artwork and handmade goods, while living in an old house with the family and a cat or two. I’m socially awkward, and have a knack for saying the wrong thing at the wrong time, I’m not very cool and tend to like clothes that everyone else thinks are repulsive – my favourite shop in Portsmouth is Dead Mans Glory, closely followed by any charity shop. I am actually addicted to period dramas, and love anything from the 40’s, 50’s or 60’s.”
Vicky’s print artwork is hand drawn, scanned in to the computer, coloured in Illustrator and usually drawn from a photograph for accuracy. Patterns are then self generated and added after. Inspiration comes from old objects, cameras, typewriters and suchlike – anything from days gone by captures her imagination. Crochet has so far been limited to homewares and childrens hats, but she would love to start making more wearable items to sell.
Undoubtedly a girl of many, many talents, Vicky’s work is eclectic, fun, unique and fantastic. Please add your comments and thoughts at the bottom of the page.
Keep up to date with Vicky over at her Blog www.theowlandtheaccordion.blogspot.com. All the best for the future and I hope you get that old house. Vicky also has prints for sale in the Southsea Gallery on Albert Road. Pop down and grab one.
Clearly ‘that top group from Portsmouth The Parkas’ used to rave hard at the licensed bar The Drill Hall in Camberley back in ’67. Awesome stuff for sure.
Flyer Seen : Pompey Pop Pix
…the boys enjoy a sit down at the seafront on a Sunday. Photo courtesy of the ever busy Quiet Corners lensman Paul Gonella. Perfect days, albeit still cold.
The Hiscock Gallery on Stanley Street behind Waitrose has some interesting new vintage style prints in stock by local artist David Thompson. They are a series of digitally drawn images reflecting upon 1930 – 1950s style advertising posters, enhanced with modern techniques. A really nice simplistic approach highlighting the main features of the subject, yet still very technical and intricate in places. The front of The Victory is awesome.
All reproductions are genuine giclée prints, printed with pigment based inks on 180gms Canon Matte paper, fade resistant for 100+ years. These “Poster” Prints are all personally signed by the artist. Head on over to Davids Gallery and take a look for yourself. Nice stuff for sure.