Medusae.

The medusae was a brand new boot for Umbro. A combination of leather and synthetic materials promised to give the best touch while keeping the boot light for speed. I developed the concept of Magic touch | Lighting speed and played it out across all touch-points. The first film showed a pair of hands build the boot from nothing while the packaging was a trick in itself resulting in free PR for the brand. We finished off by partnering with a magician to go undercover and sell the boots and surprise a few customers. My role was concept development and art direction.