Tall has produced its first creative since being appointed by the FEI (International Federation for Equestrian Sports) earlier this year.
The Leeds-based agency devised the creative concepts for two iconic images promoting the Furusiyya FEI Nations Cup in Spain. These were used across press and digital to support the event.
The brief was to grab people’s attention, but also give a flavour of Barcelona and Spain. Tall used a particular tradition of the Castellers de Barcelona – something particular to Catalonia, which is the building of human towers.
The photographs were taken from a 30ft cherry picker, with the athletes on top of the human tower looking straight at the camera. Tall led the creative direction, art direction and project management, with Sean Knott taking the photographs.
“Famous in Barcelona and by their very nature striking, powerful and emotive, the success of every Castell is wholly dependent on the strength of the relationship between the castellers. These values are an embodiment of the Furusiyya FEI Nations Cup national teams. The images we created effectively represent a nation working together to get their athletes to the top and win in Barcelona,” explained Mark Lucas, design director at Tall.
“This was an exciting project to work on, not least because of the challenges involved. As well as the language differences, the logistics had to be carefully managed, with coordination taking place in the UK, Switzerland and of course Barcelona itself.”
