INTO THE FRAY is a self-initiated project “to visualise the power and strength of rugby players, and freeze-frame it” say the agency. To this end, they built a giant glass tank and packed in as many rugby boys as the space would allow | Creative Review
Creative agency Rosie Lee and photographer John Ross take a close-up look at the sport.
High-end art direction and creative marketing executions around sport have featured in many Rosie Lee projects over the years. So to coincide with and celebrate the 2011 Rugby World Cup we embarked upon a creative exploration of rugby from an up-close and personal, players point of view.
Our concept came from wanting to visualise the power and strength of rugby players, and freeze-frame it. In the past we’ve produced many shots of athletes moving at full speed, but we hadn’t before captured a sense of power or intensity over a prolonged period of time.
To harness and convey this idea we built a giant, reinforced glass tank, which we crammed rugby players into. We went to great effort to get every corner and every bit of space filled with their muscle and sinew. We then art directed photographer John Ross to capture a series of stylized images with different executions for single and multiple players.
To extend the concept into moving image, we filmed the shoot and used the footage to produce a short video file with atmospheric soundtrack by musical artist Scanner.
Photography by John Ross
Creative agency Rosie Lee
Ross then photographed the results
Video Editing by Dom Lueng at Trim
Cinematography by Nick Wood at STK Films
BRANDING, BETTERED. 