the words “joga bonito” translate roughly into the “beautiful game” and it was first uttered by none other than brazilian legendary footballer pelé.
with world cup approaching, nike commissioned ceft and company for the creation of this booklet, showcasing street players from around the world, often sporting their own nike apparel augmented with nike’s latest technology and gear.
the agency commissioned art/fashion photographer mark borthwick to document the future hopefuls who are indeed the true lifeline of the sport.
produced primarily in new york and london, the casting was conducted by ceft and company, and shot on location and in studios throughout nyc and london.
a film documenting the process was produced and from that, graphic outlines of players were added to the layout.
the figurative line-drawings traced from the players were intended to create a flip-book animation style piece, adding a layer of intrigue to the project.
the visuals along with the printed book were internationally used prior to the start of the world cup.
ceft and company was responsible for the ideation, shoot production, creative supervision, and the print production of the book. view all work for nike.
