Argentina’s Women’s Hockey National Team, known as “Las leonas” (The Lionesses), will hunt and devour their rivals with relentless ferocity, leaving no mercy in their wake. A spectacular and enthralling concept that will draw a crowd of all ages and backgrounds. The idea was amazing, inspiring, and mind-blowing. It had the power to be visually incredible.

Creative & art direction

After doing several visualizations and sketches, we decided to go down a new path that integrates photography, art, and digital retouching.

Casting & production

In the casting, we selected three models that best represented the stereotype of hockey players in appearance and age. For the body painting, we hired six artists, two for each model, directed by our art director. Photography and lighting were in charge of Adrian Rocha Novoa and Juan Cruz Duran, who also designed the concept and created the set.

Post-production

After scanning the transparencies, we got to work on improving the color, brightness, and contrast and removing minor imperfections. We then proceeded to the artistic design for the different print media and billboards.

Media

This campaign was published in the most popular print media and shown in the main points of the country, including billboards, bus stops, and more.

The outcome

The campaign was a success, bringing hockey to homes that had never been interested in this sport before. It brought in a whole new audience, and the series was ultimately considered one of the most successful in history. In light of this development, the players of Las Leonas have called us to express their gratitude and congratulations on our creativity, as they know that we have taken them to new heights. Needless to say, they were the Champions of the World Cup 2002!