This is an amazing case study that features an advertising work done by Ars Thanea for the Brazilian soccer team São Paulo. The concept for the ads was to show a são-paulino tearing away his skin to reveal a São-Paulo Football Club jersey. Check out how it was done step by step.

For more from Ars Thanea visit arsthanea.com.

Challenge

Soccer is arguably the biggest sport in the world and team loyalties run thicker than blood, a concept that comes into play in São-Paulo Football Club’s latest ads. Ars Thanea was approached by Young & Rubicam Sao Paulo to produce two key visuals for their “Before Anything Else, São-Paulino” campaign. In case you’re not familiar, são-paulino is the term used for fans of the team and for them, soccer is life. The concept for the ads was to show a são-paulino tearing away his skin to reveal a São-Paulo Football Club jersey.

Solution

To achieve the unusual effect of very realistic skin tearing away we combined photography, creative retouch and CGI techniques.

Concepts

Process

Process

For more from Ars Thanea visit arsthanea.com.