Conall McAteer
Creative Direction

Woolmark x Luna Rossa Prada
Creative Lead
Hero Video | Stills | Social Edits
2023

Creative lead for The Woolmark Company and the Luna Rossa Prada Pirelli partnership launch ahead of the 37th America’s Cup in 2024.

Encompassing a hero video, social edits and stills, 'The Added Element' campaign aimed to bridge the fluid connection between the elite Luna Rossa athletes, the incredible performance of the Merino wool training range and the raw beauty and power of the landscape they compete in every single day.

Told through the story of their brutal training regime across sailing, cycling, running and gym work we showed how Merino wool adapts and supports the athletes through all conditions: The Added Element to defy the elements. Watch the video here.

Credits:

Agency: We Are Social; Director: DI-AL; Producer: We Are Social Studios; Editor: Matteo Motzo; Composer: Sarah Hezen; Grade: Diego La Rosa; CGI: Exchanges VFX; Photography: Vinnie Liazza