This was such a great project working alongside the Emirates and FP7 teams as the official creative agency for the 2017 Dubai Rugby 7's tournament!

For the last few years the Emirates Dubai Rugby 7's creative campaign has been the same, with no real focus on any key messaging, no advertising or social media and distinctive brand look and feel.

While working as a creative lead at Andon, with the help of my team, I developed the full creative concept, all design direction and activation roll-out for the 2017 Dubai Rugby Sevens.

Creative was developed across all print, TV and online advertising, website redesign, social media (teasers and event lead up posts, Developing creative material for all event partnerships (Costa, MMI, Heineken) and on the day event activation.

One of the fastest and toughest games played at an international level, Rugby 7s epitomises speed, agility, endurance and force, reminiscent of life in the wild. The party atmosphere at these events is at times just as wild. 

The Campaign was titled #RUNWILD. The concept drawing on the parallels between wild animals known for certain skills and traits of the 7s players and their fans.  

Brush strokes and paw prints were developed as secondary graphics, to further enhance the 'wild' nature of the game. These can be seen across all consumer touch points from stationery, digital animations, website, socialmedia and on the day activations. Further messaging such as "Gather your Herd" and "Mark your Territory" accents this even further.

Scope of Work: Event Design, Art Direction, Web Design, Advertising (PRINT & TVC), Social Media, Merchandise