So many football films have been launched in the last few months. So many similarities between them. When one stands out it’s because it is powerfully evocative in a completely unexpected way. Of the dozens of football films released in the last few months, the film by ‿ and us agency and BlackBox Studio for Puma stands out.
The film coincides with a new era of football that has ignited in Saudi Arabia, with the rise of the world’s greatest players being selected to play for the most indomitable club: Al Hilal Football Club. Saudi Arabia’s most respected, and feared, football club has recently set the stage for global sensations such as Neymar, Mitrović, Malcom, Koulibaly, Rúben Neves, and Milinković-Savić. This was just the beginning.
It launched with this season’s 3rd kit on September 3, and draws inspiration from the club’s name, Al Hilal, which translates to the crescent, symbolising the club’s relentless strive for progress, unity, and resilience.
“Introducing Al Hilal’s striking new 3rd kit in bold black, the campaign heralds a new lunar phase, symbolising the club’s adaptability and readiness for fresh beginnings and challenges,” commented Ricardo Amaral, team head of marketing GCC at PUMA.
“We wanted to create a body of work that reflects the new energy and vibes in the world of sport and entertainment today, anchored in Saudi Arabia through the great opportunity Puma and Al Hilal have introduced to us. The result marks a new and exceptional standard of work, that we hope attracts more interest in elevating the marketing and communication of sport and entertainment to higher ground, in parallel to the ambition of Saudi Arabia,” added Fadi Yaish, chief executive officer and creative chairman of And Us Group
The campaign marks the beginning of a new chapter, building upon the club’s history, leading into the next streak of triumph. As the team gunning for success in the Saudi Pro League, the King Cup, the AFC Champions League, the Arab Club Champions Cup and the Super Cup, the film that not only highlights the tenacious side of Asia’s most awarded team football team, but also blends art, tradition, and innovation, to commemorate this significant milestone.
Saymon Medeiros, creative director of ‿ and us, commented, “The accompanying film for this campaign mirrors the indomitable spirit of Al Hilal Saudi Football Club, urging everyone to raise their heads and open their eyes to the journey ahead. Al Hilal is the crescent moon, creating ripples that drives the club forward, casting darkness over rivals, while illuminating the sky for the fans.”
Credits
Clients: Puma & Al Hilal SFC
General Manager PUMA Middle East: Taner Seyis
Head of Marketing PUMA Middle East: Murat Dulge
Teamhead PUMA GCC: Ricardo Amaral
Marketing Manager Al Hilal: Mohammad Almusharraf
Agency: and_us
CEO & CCO: Fadi Yaish
Executive Creative Tech Director: Diogo Borges
Creative Director: Saymon Medeiros
Associate Creative Director: Rob Hall
Senior Art Director: Arthur Melo
Senior Copywriter: Saud Albidah
Brand Director: Lama Halimeh
Project Coordinator: Len Ballesteros
Production House: BlackBox
Producers: Serra Chehade & Nadim Khoury
Motion Graphic and Editor: Kaue Akimoto
3D Artist: Marcelo Junior
Senior Visualiser & Retoucher: Humberto (Beto) Gava Filho
Photography: LOOP
