Augusto and adidas release powerful new work for Black Ferns

In celebration of the current Black Ferns players taking part in the Rugby World Cup in New Zealand, adidas and Augusto have released a powerful new campaign iconising them as female role models for future generations.

With women’s rugby only starting in 1991, the Black Ferns are only the beginning, with the current players got to where they are today with few existing female role models to look up to in the sport.

An almost impossible task, they have helped grow the status of women’s rugby and will now get to proudly wear the newly designed black jersey from adidas and take on the world in their own backyard.       

To recognise this, and the generation of young women the current team are now inspiring, adidas and Augusto sought to show the influence female role models can have on young girls via an inspirational hero film. 

Featuring four of the Black Ferns – Les Elder, Chelsea Bremner, Chelsea Semple, and Portia Woodman – the film is tied together by up and coming drummer, 11-year-old girl Zhene Soeira (@zhene.soeiro), who delivers a punchy punk beat.

“We’re so excited for the opportunities this iconic sporting moment delivers for current players and hope it can inspire the next generation of women’s rugby players to take up the sport,” says adidas Senior Manager of Brand Communications, Andy Lane. 

To hero the players in the way they deserve to be recognised, Augusto also enlisted the artistic eyes of the ‘Dream Girls Art Collective’ to capture each Black Ferns player and their story via an empowering twist of the iconic All Blacks posters of old.

“The biggest stage in women’s World Rugby is the perfect platform to iconise our phenomenal athletes and showcase the role models they are,” says Augusto ECD, Adam Thompson. “We’re proud to be able to deliver an adidas campaign that will help give the Black Ferns the recognition they deserve.”

CREDITS

adidas

Senior Manager Brand Comms: Andy Lane

Manager Brand Comms: Oliver Connelly 

Augusto

ECD: Adam Thompson

Creative: Mitch Crowe

Creative: Ben Carroll

Commercial Director: Amy Dufty

Account Director: Lauren Oxnam

Senior Account Manager: Ivana Mihaljevich

Head of Production: Simone Goulding 

Producers: Amy Molloy, Brad Harvey

Production Manager: Isabelle Graham, Lucy Caccioppoli

Director: James Solomon 

DOP: Bevan Crothers, Tammy Williams

Art Director: Ash Turner

Editors: Corbin Dallas, Connor Farrell, Mariano Segedin

Post Manager: Zoe Jones

VFX artist: Jon Baxter

GFX: Shaun Madgewick

Music: Rodney Fisher 

Audio mix: Liquid Studios

Head of Design: James Davison

Designers: Nina Vasiljevic, Katie Curd

Artwork: Dream Girls Art Collective

Photographer: Graeme Murray

BTS director: Sophie Black 

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