THE NEW YORK BLACKOUT
Remember the New York Cosmos? During my time there, I helped create this retelling of the legendary Carlos Alberto Torres’ unique induction into the Cosmos family. A special treat for New Yorkers.
In 1977, at the height of the Cosmos run, NYC suffered an electrical blackout that shook the USA’s largest city to its core. This also happened to be the day that Carlos Alberto Torres, the Cosmos’ new star defender, arrived to join the team. In memory of this chapter in Cosmos history, Umbro launched a limited edition line of unique black-on-black apparel called the Cosmos Blackout Collection. We wanted to share Carlos’ story by letting him tell it himself. Through animation, print, out of home, and pop-up retail locations in New York and London, we shared the the story that began the race for the title.
We opened a store in New York City’s Lower East Side that helped further tell the story of the blackout, along with selling the product itself. This space also acted as the venue for the campaign’s launch party. Artist Kevin Lyons designed the space and brought the whole crowd of New Yorkers back to a different era.
http://www.grantmason.com/blackout
https://vimeo.com/26397024
Remember the New York Cosmos? During my time there, I helped create this retelling of the legendary Carlos Alberto Torres’ unique induction into the Cosmos family. A special treat for New Yorkers.
In 1977, at the height of the Cosmos run, NYC suffered an electrical blackout that shook the USA’s largest city to its core. This also happened to be the day that Carlos Alberto Torres, the Cosmos’ new star defender, arrived to join the team. In memory of this chapter in Cosmos history, Umbro launched a limited edition line of unique black-on-black apparel called the Cosmos Blackout Collection. We wanted to share Carlos’ story by letting him tell it himself. Through animation, print, out of home, and pop-up retail locations in New York and London, we shared the the story that began the race for the title.
We opened a store in New York City’s Lower East Side that helped further tell the story of the blackout, along with selling the product itself. This space also acted as the venue for the campaign’s launch party. Artist Kevin Lyons designed the space and brought the whole crowd of New Yorkers back to a different era.
http://www.grantmason.com/blackout
https://vimeo.com/26397024
