Super Invictus ("Invictus" means unconquerable in Latin) was crafted to quench an audience's insatiable thirst for content. We packed every millimeter of paper and every millisecond of video with relentless energy and aggression, embodying the spirit of Warrior Lacrosse players.
For those who couldn't keep up with the action or wanted to dig deeper, we offered an instant replay of the 30-second video, slowed down to 5:30, complete with director's commentary:
Print ads followed a similar maximalist approach, with layers upon layers crammed in.
The symbol in the lower left of the anthem ad animates when held up to your computer's camera on the Warrior website, marking an early use of Augmented Reality in 2009.
Even without augmented reality, there is so much to discover in these ads when you look closely. Here are a few of my favorite elements, isolated for easy consumption:
Simultaneously with launching this campaign for Warrior, we also launched a campaign for Brine (another New Balance lacrosse brand).
PROJECT COLLABORATORS
Ted Wahlberg
Ruben Ramen
Lauren French
Brad Bobenmoyer
Brian Gorman
Afonso Poyart