Globe is an actions sports company based in Melbourne, Australia. Play Us worked with the USA headquarters located in Los Angeles, California. Working with the Globe in-house creative director Jason Irwin, the design of the “To Each His Own” advertising campaign was so successful for one year that they called us to develop the “Fireworks” advertising campaign with the need to bring new energy for the following years campaign. Etnies is one of the original action sports companies to be founded by a professional skateboarder. With a reputation of having skateboarding legends on their team, the advertising campaign coincides with the qualities of the featured team rider and the qualities of what sets Etnies footwear apart from the rest. The graphic design work we did for “The Arrow” campaign was a grassroots approach to bring elements of the urban terrain to the advertising. Photos of actual street signs were used to develop clean advertising in magazines, having the action photos speak for themselves. Art direction & design, in Puerto Vallarta, Mexico for the first Play Us website. The intention of the images is to make them look like a 3D render while only using analog elements. The guiding concept is that you can have fun while creating and working. We achieved the 3D look without the use of any graphic design software. We painted all the items in black and then we dropped some white paint on them. This way, the elements merge with the background and white paint makes them stand out. Graphic design for “Lighter Than Air” print ad campaign for Audi International. Play Us worked with creative visionary Dani Garcia Miralles (Barcelona, Spain). Based on the concept of being swift we created a mixture of human movement, fast cars and the fluency of air. dB+ is a multi-channel audio project developed in Guadalajara, Mexico by producer Juan Almeida that consists in using 8 audio channels that create a 360° environment for the listener. Being this auditory process too complex for most people, we elaborated a branding system that had simple and modern forms, and because it’s a digital experiment we tried to give it a technological appearance by using lines but keeping an organic feel through images and colors on a secondary level. “A Different Vision of Radio” Invitation for the 8th anniversary of Radio Universidad de Guadalajara: UDG in Puerto Vallarta, Mexico. The design of the invitation lets it transform into a pair of glasses, which was a key element of the celebration. With a concept based in the unconventional music this radio station plays, we tried to emulate their mixture of eclecticism and pop. An extensive job was carried out based on patterns and repetition without losing the initial concept. C1RCA is an action sports company based in southern California that has a very diverse team of skating professionals whom they promote in their marketing efforts. We developed an advertising campaign for them that focused its design on the cultural background and personal style of each one of the skaters in their team. The base of the campaign was to create a little shrine as a praise to the skater. These shrines promote lifestyles like the tough guy, the all american kid and the japanese immigrant that becomes a pro. Something to note is that we achieved the quality of this image without the help of digital design software, each shrine was hand made from raw and found materials. Play us has worked in many occasions with the action sports industry, including graphic design and illustration for skateboards. Having worked with diverse brands like 5Boro, Maple and Kryptonics, we can say we have designs for everyone, from the kid that is just getting started in the sport as well as the hardcore skater that has being doing this for years and is loyal to a brand.
