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Art Direction: PlayerMaker with Millwall FC

Brand, Design

PlayerMaker is a sports technology company that has developed a piece of wearable tech set to revolutionize the football industry. The product is a coaching tool designed to track and analyse physical, technical, tactical and biomechanical data through a motion sensor that is attached to the player’s boot. It can be used by any level from academies, semi professional clubs to elite first teams.

We recently teamed up with PlayerMaker to develop and professionalise their brand identity and online presence. As part of this process we developed and defined a photographic style and library of images to showcase the technology and hero the product benefits.

Together with photographer Woody Rankin we covered a tournament at Fishley FC for the academy teams of Millwall, Luton and Gillingham. The key objectives of the day were to position PlayerMaker as a premium tech brand and capture the end beneficiaries (coaches and players). The images portray PlayerMaker as an essential part of any successful team, focusing in on two key areas:

  1. 1. In game + training
    2. Technology hardware and software

The final images have a reportage feel and are not overly posed or engineered, thereby ensuring authenticity. The imagery was conceived to feel dynamic; we used interesting angles, crops and depth of field to achieve this and deliberately positioned the new photographic style against that of competitors.

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