ADIDAS COPA - AREA 19

Produced for Johannes Leonardo for ADIDAS Soccer for the press launch of Copa 19 with star player Paulo Dybala. Football journalists and influencers from around the globe were invited to a secret location in Milan, where they felt their way through a series of experiences, each sector focusing on a different aspect of the boot’s design. The launch experience was designed to force attendees to focus on what makes the Copa special - its feel.

Once the attendees emerged from the facility they were able to announce the boot to the world, not because they’d seen it, but instead because they had felt it.  Production partner: Liganova