A storytelling-led product launch turning PSG's discarded goal nets into limited-edition NFC-embedded wearables, connecting fans to the history behind the club's most iconic season.
A net on its own is nothing. Every season one gets replaced and discarded. Without a story, it's just nylon and knots and a product without meaning doesn't move fans, it just moves stock.
Led the art direction, copywriting, brand and content strategy for the full campaign from MVP concept validation to multichannel execution. Coordinated with PSG's Partnerships team to build the narrative, produced a photo shoot with PSG legend Pedro Pauleta, created campaign visuals featuring the season's players, and activated LED screens inside Parc des Princes on matchday.
Reframed the material not as recycled fabric but as a physical witness to one of PSG's most iconic seasons, giving fans a way to own a piece of history, verified through NFC and brought to life through emotional storytelling across social, stadium, and e-commerce.
The collection sold out.
Sold Out
+154%
750K+
