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Another year, another New Balance shirt launch.

This time though, NB football wanted to move closer to their NB fashion brand. Our rule was nothing on the reference boards or mood boards were allowed to resemble football marketing, from the sets, to the lighting. Everything was different. Apart from the full kits. Win some, loose some.

 
Photographer - Madeleine Penfold

Test shoot

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Real deal

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New Balance signed Bukayo Saka. Big news. What was even bigger news is that Aubameyang calles Saka "Little Chilli". Only he knows why.

Director - Yoni Weisburg
 
Photographer - Madeleine Penfold

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Every football fan knows that wearing your club’s shirt makes you part of the football family. 
 
Family-style portraits set in mock family homes brought this insight to life.
 
Each set housed a number of club easter eggs, and was designed based on the club’s regional style.


 
Photographer - Madeleine Penfold

Lighting - Mark Nolan

Retouch - Matt Brewin

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The 22/23 NB AS Roma kit draws inspiration from the Roman neoclassical movement.
 
Borrowing visuals from the movement, we photographed the players against fabric prints of neoclassical architecture, imitating paintings from the era.
 
Photographer - Madeleine Penfold

Lighting - Mark Nolan

Retouch - Matt Brewin

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