Unmarked created a narrative that knit into an aesthetic to resonate with fans beyond the game. The campaign’s focus was the launch of home and away kits and the new matchday training wear range through a lifestyle-fashion-led approach.

A diverse mix of models was selected, reflecting the inclusivity and diversity of modern Ireland. Representative locations were carefully scouted and shot across Dublin and Cork over a 2 week period.

The mixture of players and models across all imagery was then combined with an original track by the Irish electronic duo ‘Le Boom’. The spoken word piece talks with pride about modern Ireland and ties in with the lifestyle approach across the campaign.