Atlético de Madrid is an intensely proud club with fiercely loyal fans. So getting the new kit in their hands is a big moment for the Atléti faithful.
Our brief from Nike was to develop authentic positioning that would spark the fans’ passion for the launch of their 2017/2018 kit.
We partnered with Nike to develop the principles that defined Atlético de Madrid as a team. And then to create a line in Spanish to encapsulate that feeling.
Alongside the Nike team, we developed Luchamos Juntos (literal translation ‘we fight together’).
This distils the fierce loyalty and undying commitment that fuses Atléti’s fans and players. We used this line in retail and online marketing.
Paul is one of the most insightful writers I’ve worked with. He’s a strong and proactive creative whose infectious enthusiasm and forethought have driven many global campaigns to success. I couldn’t recommend Paul more highly.
Executive Creative Director, Huge
Straight away, we saw Craft’s work ethic and can-do attitude. There have been many big projects where we needed support and this took a lot of weight off our shoulders and meant we could concentrate on more strategic decisions driving the projects.
Digital & Content Marketing Manager, Security & Safety Things
Paul is a true wordsmith. He is never satisfied with ‘good enough.’ It was a pleasure to work with—and be inspired by—someone constantly seeking experts and experiences to hone his craft.
Senior Content Manager, Apple
Paul exemplifies the best elements in a writer: he’s constantly looking for inspiration, and maintains a childlike sense of wonder for new things. His appetite for all things literary is humbling and he’s the nicest guy you’ll ever meet.
Vice President, Creative and Original Content at RFRSH Entertainment / Blast Pro Series / Astralis / Origen
Paul & Robert at Craft Copywriting patiently worked with us to have a deep understanding of our history, our purpose, our values, our successes and failures. They then translated that work into authentic stories and positioning which truly reflect who we are. We are very grateful to work with them.
Everything you could ask for. On brief, on time and always looking to improve the work. Highly recommended.
Digital Project Manager, Tribal Worldwide London
It was a pleasure to work with Paul. His great collaborative mindset and professionalism push the deliverable to the next level. He’s a great content strategist, writer and thinker who asks insightful questions to push the design. I’ve never worked with a writer who influences design so much.
Director, Frog Design
Paul just gets it. He elevates content to the next level. He’s a talented writer, creative and a very clever communicator. And he’s great to work with – hard working, passionate and extremely humble.
Content Manager, PepsiCo