Client — Kraken x RB Leipzig
Role — Art Director / Creative
Agency — Wasserman
To announce Kraken’s partnership with RB Leipzig as the club’s new 2024 kit sleeve sponsor, we created a 30-second launch film built to hero the new shirt and introduce the Kraken brand to the football audience.
While previous Kraken football campaigns leaned heavily on CGI and 3D motion graphics, we wanted this one to feel more immediate and player-led, capturing the raw energy, tension and personality of the dressing room before kickoff.
The entire space was flooded in Kraken’s signature purple, layered with subtle white and red accents to reflect Leipzig’s home colours, creating a bold and atmospheric visual identity that felt true to both brands.
The film builds through intense strobe lighting, fast-paced camera movement, VFX and playful transitions, gradually revealing the sleeve logo across three featured players. Hero moments, shirt transitions and a final drone reveal shot all work together to create a sharp, high-energy launch piece designed for digital and social rollout.
As lead and AD, I owned the creative from initial concept development through to final edit oversight, working closely with our in-house team and lighting crew in Germany to shape the visual direction and bring the campaign to life.
