Starting point: the zip was invented in Petit Quevilly. Hummel turned it into a vertical pattern running down the club's yellow and red home kit. We decided to pull the thread all the way.
Because in the French word for zip, "fermeture éclair", there is "éclair", lightning. So instead of shooting the graphic detail politely, we built the whole visual around movement: speed, blur, light trails, energy. A neo futuristic shoot with motion blur, which got people talking. Making you feel the kit instead of just showing it.
One word, two images. That is where we love to work: finding the idea that links the product to its territory, and giving it a shape.
