With the Major League Soccer All Star Game happening in Atlanta against Italy’s Juventus team, Adidas hosted a private party to celebrate the players and Italy’s participation. Adidas had the goal to create a unique and welcoming experience for the Italian players. In partnership with our agency, we worked on a large canvas with black and white stripes to represent Juventus team colors and motto.
Our artist filled in white panels with themes relating to Atlanta and the game of soccer prior to the event. With some spaces left empty, Juventus players were provided the opportunity to add to the mural in their own creative way, utilizing soccer cleats, gloves, paint and brushes on site, with access to our artist host as a creative resource.
Near the end of the event, the canvas was almost completely covered in black paint with different patterns and textures from both our artist and Juventus players. The grand “reveal” moment of the event is when the original black stripes on the wall were removed, inversing the canvas back to its black and white stripes. The canvas was used as a great party welcoming, bonding experience between players, and photo booth backdrop for event attendees.
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