Clio Bronze: OOH
Clio Bronze: OOH
Champions Evolve.
Winners win. But champions? They continue to evolve their game day in and day out. It’s this spirit that inspired the first ever global ad campaign for tech giant, Infosys. The campaign depicts Rafa’s story of evolution, spanning his entire legendary career featuring five different iterations through the ages. The campaign also features the best women’s player in the world, Iga Swaitek, showcasing her ability to adapt her game within a single match.
Two legends.
The campaign leveraged two global ambassadors, Rafa Nadal and Iga Swaitek. Their ability to evolve whether throughout the course of a legendary career, or from moment to moment within the match, made them the ideal heroes for this campaign.
One metaphor.
Infosys has been called “the Microsoft of India.” Essentially, they are an IT services company that has their hands in a little bit of everything in the tech world. For us, the simple idea of evolution was the ultimate outcome their brand.
AI evolution.
A combination of traditional production techniques, redevelopment of wardrobe from years past, and proprietary AI facial image reconstruction helped create seamless evolutions.
With Rafa.
To truly represent the evolution of Rafa Nadal over the course of 20+ years, we sourced hundreds of thousands of images and video, training a deepfake engine to bring his likeness through the ages to a series of body doubles.
The Team
ECD Tim McDonnell
CD Bryan Ortiz-Dempler
CD Emlyn Allen
SD Celia Paysan
AAD Carol Benito
CW Ted Masterson
The Press
Last words.
It took 3 weeks to win the pitch for this piece of business. We won it with the line and concept of “champions always evolve.” We went live 7 months and about 700 alternate iterations later with the original idea we pitched.
This project would not have happened without a colossal effort from the folks at the Mill and the visual folks on the AKQA end. There were challgenges from beginning to end, including our star talent being too injured to shoot 4 days before the shoot.
But i guess, ultimately we are in the business of solving problems. And most of those problems live well outside the brief.