KLABU - UNLOCKING SPORTS FOR THE OVERLOOKED
I worked with Believe Studio to create this brand film for Klabu.
KLABU is an initiative of the Klabu Foundation, a non-profit organisation founded by Jan van Hövell together with a group of dedicated young people in Amsterdam and Kenya. During their work in various refugee camps around the world, they have experienced first-hand how sports and games can make a huge difference in the lives of young refugees rebuilding their lives far from home.
After months of research by the team into Klabu and the charity Believe Studio came to them with an idea on how to attract new customers through the use of 3D design and animation. The idea was to showcase the designs of their beautiful shirts using 3D animations, and capture the spirit of the Kalobeyei people with a lot of energy and movement. The way the shirt animates on through knitting, and the way the cloth moves showcases how much care is put into crafting these shirts, and in turn helps the players bring out their best performances. Believe Studio wanted to make the shirt feel special. And by not putting a person inside the shirt, they showed that anyone can wear the shirt and support the cause. We can all be part of the Klabu family.
The concept involved taking elements from Klabu’s existing brand and incorporating them into a 3D space using football and african culture to drive the piece.
