Official Nike Alianza Lima 2019 Third kit

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ALIANZA LIMA "LA MORADA" KIT

CLIENT: NIKE

The Lord of Miracles (in spanish: Señor de los Milagros), is a Jesus Christ painting venerated in Lima, Peru. Venerating his image through catholic processions and purple decorations forms an important part of Peru and is one of the largest catholic processions in the world.

Hundreds of thousands from all races and economic backgrounds participate honoring the image through the streets of Lima. Boulevards are decorated with the characteristic purple to celebrate the Lord of Miracles.

Alianza Lima football club launches a football jersey every year in October to honor Señor de los Milagros, the guidelines asked to follow the same path as the home and away jersey kits presented in the beginning of the year.

Read more on El Comercio, Movistar Deportes and Footy Headlines.

Current photographs, we as a team, took from the museum of the Lord of Los Milagros as a guide for patterns and shapes.

Those guidelines were followed but adapting them to the new concept. So, the concept of paint and torn walls were replaced by paintings and golden materials.

❶.Piece of museum & Scriptures

Frame used to strengthen the concept of ”masterpiece”. Paintings behind the main phrase to contextualize.

❷.Previous texture relationship

The torn texture that was part from the previous campaign is now golden due to the texture used for religious objects.

Traditional style taken from the descriptions found paintings, all inspired by the texts from that time.

The process behind the adaptation of the previous tag illustration from urban to religious based on old scriptures related to the tradition we as a team found in the museum of The Lord of Miracles

❶.Curved lines

Shapes inspired from the small “detente bala” of the Señor de los Milagros.

❷.Purple habit

In reference of the purple habit.

❸.The arch

Lines inspired from the ones that has the Señor de los Milagros painting.

TEASER VIDEO

For the intrigue campaign we use as a basis the concept the kit is a piece of art and together with it, the action that takes apart during a soccer match. We selected classic paintings to represent the religious tradition in the ancient world and combined them with photographs we found in peruvian 90s sports newspapers of club players wearing the iconic purple kit.

The concept of movement in the clashes represented in the religious paintings and newspaper clippings of players using the purple jersey facing other teams. We found a similarity between them and used as if it were a work of art.

Parts of the teaser video released before the presentation of the shirt

The video begins by referring to the start of the year kit launch campaign (shown in the middle video) but this time with a little variation in borders, showing them in gold representing the piece of art. We chose to animate the sheets as representing a person viewing a collection of old photographs of their club and while viewing them metaphorically show what them represented to the fan, strength and historical tradition at the same time.