As we stepped outside, after spending two days of working in a dimly lit tunnel, we got a chance to stand back and look at what we had just created. Sure, it was for our client, but it told us something about ourselves as an agency too.
But before we get into all of that, let's go back to where it all began.
Last summer, Under Armour asked us to help them build some excitement around the reveal of the new kit they designed for English Premier League team Tottenham Hotspur.
What we presented was a digital experience that called on Spurs fans everywhere to don their team apparel and upload photos of themselves proving that they are the most passionate fans on the planet. Their reward? The chosen photos would forever become a part of White Hart Lane. The home stadium and hallowed ground for Spurs fans everywhere.
But once we had the idea, the fun began - how the hell we were going to pull it off?
We constantly find ourselves trying to do things we've never done before. It's always a challenge. Because, basically If we've never done it, how do we know that we're doing it right?
For this project we fittingly had the help of two guiding principles: "I Will." The mantra of Under Armour. And, "To Dare is to Do." The motto of Tottenham Hotspur. And with those words to inspire us, we charged forward.
A project that at the onset seemed like it would be handled by a small team slowly built into something that brought together nearly every part of our agency. Strategy, account management, creative, digital, social, print production and everyone in between.
Over next few months, we saw the project come to life right in front of us as images of cheering fans flooded in from all over the world. And then it was in the hands of a small RTO+P team who sat on planes ready to cross the Atlantic and complete the final phase - literally building the new wall of fans inside The Lane. It was to become a monument to the most passionate Spurs fans in the world in the form of 2400 individual photos.
Inside the player's tunnel we began, one by one, placing the photos on the wall in the exact spot digitally chosen by the fan in each photo. Seeing the pride in the team that each of these photos represented made the whole experience truly memorable. It was as if they were right there with us.
Two days later, the installation was complete. The photos of 2400 fans are now the first thing seen by Spurs players as they exit their locker room to take to the pitch before a match. A first of its kind monument to the passion that fans bring to the game and an enduring message to the Spurs, forever showing fan gratitude for their heroes.
But our work wasn't finished.
After a brief step back to admire what we'd pulled off, we headed back to our hotel which became an editing suite for the next few days. The final feather in the cap of this assignment was a video revealing the completed wall to the world prior to the Spurs match in just three days time. And it was watching that video on the Jumbotron sitting amongst tens of thousands of cheering Spurs fans before the match that we knew we had helped create something truly special.
And with the cheers ringing in our ears we flew back home. And on to the next thing.
P.S. Click here to watch the video