This conceptual campaign reimagines Umbra’s product line through the lens of global football culture, aligning with the momentum of the Euro Cup and Copa América. Drawing on the energy of these tournaments and the fan-favorite fictional club AFC Richmond from Ted Lasso, the project introduces a set of lifestyle objects that quietly celebrate the culture of the sport while fitting seamlessly into Umbra’s design language.
At the center of the campaign is a redesigned Buddy Chess Set board, replacing the standard mirrored surface with a graphic pitch layout that ties into the broader visual theme. Cross-branded details — including a mirror sticker and promotional memorabilia referencing AFC Richmond — are woven into the set, while other Umbra staples like picture frames are curated to tell a quiet, emotive story: a parent and child sharing moments around the game.
The entire collection is staged within a stylized tropical locker room, offering a more fantastical visual language than traditional Umbra campaigns. This modular 3D environment was designed to be photographed from multiple angles, with each shot revealing a different product moment — from artful close-ups of a grass-textured t-shirt to a full campaign tableau that evokes the warmth, nostalgia, and shared joy of football.
