What Is The Difference


Creative Development, Ideation & Strategy

Production Services

Post-Production Services

Digital Media Marketing

Worldwide Creative Project Management

The Ask

The Rugby World Cup is one of the world's marquee sporting events. In 2019 the event eas hosted in Japan, the home country of the ASICS brand. Their global marketing team asked us to pitch on the contract to develop, produce and deliver all of the moving digital content required for the launch of the official kits for the Springbok and Wallaby men's teams.


We put together 5 creative hero concepts as well as a range of additional content opportunities and pitched them to the Head of Core Marketing. "What is the difference" was selected and we set about production, working closely with ASICS Global, the Springbok Marketing and Comms team as well as Cape Town based management agency, All these Things. The key visuals were captured across multiple shoots with selected Springbok players and support staff, including a large portion of VFX planning before moving into 6 weeks of post-production to execute all of the necessary content requirements.

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results & observations

The final delivery included over 60 pieces of digital content. Delivery also included a full-length TVC for digital, stadium version and in-store.

what the client said

“Working with the crew from Fell + Co. on the ASICS Springbok campaign was a great experience. They are all extremely professional and passionate about their product and made the shoot over 3 weeks an amazing experience."

Annellee Murray

PR Manager for the Springboks