For the third time of the year, Adidas has chosen Auvergne and our Riot House Studio for the photo-shoot of the brand-new “XV de France” jersey. This photoshoot should illustrate the new promotional campaign around a red tunic (worn only twice by the past). In order to get the excepted surprise-effect from its supporters, the ASM Rugby Club decided to organize everything in the deepest secrecy until the opening game of the Six Nations Championship.
On 6 February, the new red jersey had already made a name for itself in many media outlets on the eve of France’s opening match against Scotland. At the same time as the massive diffusion of the photos taken at Riot House, our shooting’s making-of video had the honour to be broadcasted at the Stade de France during the opening of the competition. Also relayed by Adidas on social networks (Facebook, Adidas Rugby International Youtube account, Twitter), we had the pleasant surprise to discover that the France 2 TV news or L’ Equipe.fr (a French website about sport) also broadcasted our video.
A very interesting first collaboratation with the brand but also a great mean to highlight the beauty of this sport and our beautiful region of Auvergne where rugby means a lot.
Making-of photographs: T. Gutierrez / V. Mouate / A. Faure
Adidas photographs: Greg Soussan
Making-of: T. Gutierrez