Adidas - The Case of the Leaked Kits
A kit launch turned into a case to solve, with every leak becoming a clue and every piece of content moving the investigation forward.
Our challenge
Everybody had seen the leaks. Nobody knew who to blame. For the launch of Juventus’ new 2026/27 kits, adidas Football and Juventus stopped fighting the spoilers and turned them into the plot. What usually disrupts a football launch became the starting point for a fictional investigation, built around clues, suspects, evidence and one question: who leaked the kits?
Led by Gianluca Gazzoli and Luciano Spalletti, the case unfolded across different episodes, locations and characters. Players and talents became part of the investigation, while photos, documents, CCTV-style footage and sealed evidence bags progressively blurred the line between campaign and crime scene. Instead of revealing the collection all at once, each new piece of content gave the community another clue to follow.
Working alongside London-based creative agency The Midnight Club, we brought the fictional world into production, handling the executive production and the photo and video assets that made the investigation feel real. From pre-production and crew coordination to the shoot itself, every detail had to belong to the same visual universe and help move the case forward.
The result was a launch that behaved less like a traditional reveal and more like an open investigation, using the language of internet leaks as entertainment and inviting fans to follow the evidence until the new kits finally made it out. Case closed. Until the next brief.
