INSIDE THE BLACK JERSEY

INSIDE THE BLACK JERSEY, a five-part series that takes you right inside the All Blacks’ private circle. Instead of focusing on the usual hysteria surrounding the team, this campaign follows them intensely during their Grand Slam tour and shows an intimate portrait of what it is really like to be on tour with the world’s greatest rugby team.

All Blacks

The branded content campaign tells the story from five different perspetives within the team and features star players such as Richie McCaw, Dan Carter and Ali Williams. From the captain, to the rookie, to the superstar – the campaign focuses on one player and one game in each chapter, enabling us to accurately measure the raw emotion, tension and struggles the team went through each and every leg of the tour. This initiative was produced utilizing 180’s production unit U-Turn and 180’s recently founded digital group RIOT. This unguarded, personal portrayal of the team was achieved by developing a distinctive narrative structure,and by using a small crew of film makers – consisting of just three women – working closely with the adidas rugby communications team. This was only possible due to Richie McCaw’s 100% commitment to the project as they opened the doors to reveal the team as they really are.

“My granddad was an All Black, so failing making the team myself, this project was the next best thing.” Says Stacey Lee, 180 creative and co-director.

adidas.tv Rugby Channel