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exposure’s shoot is a first in sports photography, being the first time a footballer has been shot underwater. As part of the PR campaign, the agency has struck a media partnership with Maxim, the biggest selling men’s magazine in the world, which will syndicate the photoshot in features across twenty five of their titles on July 26.
Shot in the vast ‘James Bond’ tank at Pinewood studios and using International football star Deco, the PR shoot was designed to showcase the innovative new waterproof technology created by Umbro for its premium SX boot.
Deco was propelled to the bottom of the tank to kick, tackle and chase a jelly filled football. He wore the new SX boots for the duration of the shoot, pausing only to catch his breath at the surface of the 6m deep tank and receive instructions from renowned underwater photographer Zena Holloway.
exposure’s advertising division Point Blank has also created a viral film featuring Deco underwater delivering a series of high powered moves. The viral will be positioned on the homepage of www.umbro.com which also features an aquatic theme.
Paul Nugent – Director of Global Marketing at Umbro said: “We briefed exposure to create an image that would communicate the product benefits of the Ultra SX as simply as possible in an engaging and emotive way, we believe we have achieved that. These are the first boots we have manufactured that feature new waterproof technology and we thought it would be interesting to try and get Deco to take part in an underwater shoot.
Heather Ogie, Managing Partner of exposure, added: ‘This campaign embodies the innovative and progressive nature of the Umbro brand and reflects the energy with which they are developing the sportswear arena. We chose Zena to capture that energy and are delighted with the final results which will leave Umbro’s competitors running to catch up.’
www.exposure.net
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