Nike – Totti Aeterno X

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Totti Aeterno X

My role: Instagram creative concept and execution

Intro

On the 28th May 2017 at Stadio Olimpico, Totti wore his famous #10 shirt for the last time, ending his 25-year AS Roma career.

A moment that would lock in the attention of the whole world of football.

Insight

Roma = Totti = Eternal.

There'll always be something about Totti that'll transport fans of a certain disposition back to a simpler time.

In a world run by money, big transfers, and pay-checks, Totti embodied old-fashioned values by staying loyal to AS Roma.

There’s no other player who embodies his club like Totti. A legacy that will live on, eternally.

Idea

After his last game, we wanted to ensure he remains the Eternal Player in the Eternal City.

We deconstructed Totti’s last game shirt into 785 pieces, the number of games he wore the AS Roma shirt, which the devoted AS Roma fans and players could wear the following season. In addition, we released a special golden Nike Tiempo in limited numbers.

Both coveted pieces would become available right after the Totti’s final game.

We introduced the idea of the eternal shirt with an Instagram Story that would build up throughout the day of Totti’s last game. Making its way from AS Roma’s sporting facilities to the pitch and deconstruction.