Y—3 x Real Madrid:The Black Wedding

CONTEXT: For the inaugural Y‑3 × Real Madrid collaboration, the campaign marked a bold departure: Reimagining the club’s image by transforming it’s traditional white kit into a symbolic, all‑black narrative. CONCEPT: The Black Wedding is a ceremonial union of contrasting identities: Real Madrid’s legacy and dominance with Y‑3’s avant‑garde fashion subversion. This narrative turned a football campaign into an emotional ritual that resonated beyond sport. MY ROLE: Defined the conceptual positioning and visual narrative. Led art direction across film, photography, mood, and tone, to harmonise sport and fashion sensibilities. IMPACT: Framed as a symbolic union, the campaign became one of adidas’s most‑searched collaborations of the year, uniting sport heritage with contemporary fashion storytelling. Client: adidas Y-3 + Real Madrid — Director: Florian Johan — Art direction: JW Ruth — Agency: TMC — Photography: Carles Carabi + Josh Greet — Music: Ear Studios.