Every All Blacks jersey marks a new chapter
Every All Blacks jersey marks a new chapter. The launch centred on the idea of turning the page, acknowledging the weight of legacy while stepping into a new era. The digital experience reflected that shift, guiding media through a moment suspended between history and what comes next.
Translating a Physical Event into a Digital Journey
The in-person launch unfolded as a choreographed walkthrough. Our role was to recreate that progression online, preserving its pacing and sense of anticipation. The digital journey followed the same narrative arc, controlling how light, sound, and story were revealed from entry through to the final reveal.
The Tunnel & Walk to the Pitch
The defining moment was the tunnel. Dark walls, focused lighting, rising stadium audio. Digitally, this became the emotional spine of the experience. As users moved forward, the atmosphere intensified, echoing the walk every All Black takes before stepping onto the field.
Interactive 3D Jersey Modelling
At the centre was the jersey itself. Media could rotate and inspect a high-fidelity 3D model directly in the browser, examining texture, detail, and form. Built using WebGL and React, the interaction felt immediate and precise, allowing the garment to be experienced rather than simply viewed.
Fey the Wolf & The Meaning in the Fabric
Fey the Wolf’s fern design represents interconnectedness between players, generations, and nation. The experience framed the jersey as more than performance apparel. It positioned the design as a continuation of legacy, woven directly into fabric.
Global Media Experience & Toolkit
Released under strict embargo, the platform allowed global media to participate in synchrony with the physical event. Beyond the immersive journey, it functioned as a secure press hub, delivering campaign assets, imagery, and official releases within a single controlled environment.
