Turning everyday injuries into a symbol of the extraordinary.
As part of a new campaign for sports support gear, Futuro wanted a way of repositioning their products so that they weren’t a symbol of weakness or shame. How do we draw on support gear’s purpose without reinforcing the idea of injury?
Magnum & Co approached us with a video concept, centred around a father trying to hide his injuries from his son by putting on his sports supports and going jogging early in the morning. An eery similarity to a comic book leads the son to think his dad is hiding a secret, superhero identity.
Hidden secrets aren’t unique to people who feel a bit of shame in needing a bit of extra help to stay active: superheroes keep secrets too. It was this insight that allowed us to shift the perception around injuries and support. They’re part of a secret identity, making us heroes in our own way.
The art direction and props in this piece were given meticulous attention to detail, with crossover between the boy’s costume, his toys, and the comic book he was reading because they all had to exist in the same fictional universe. This meant getting a comic book with original artwork drawn by artist Chris Yee and designing the boy’s corresponding superhero costume.