ADIDAS X AJAX 

OBJECTIVE

BAYY SHOT A CAMPAIGN TO AMPLIFY THE LAUNCH OF THE NEW AJAX SHIRT TO A LONDON AUDIENCE TO CREATE HYPE AROUND THE AFC AJAX ADIDAS JERSEY AND MAKE IT A MUST HAVE ITEM. AIMING TO CREATE AN IMPACTFUL AND AUTHENTIC CAMPAIGN FEATURING THE AFC AJAX ADIDAS KIT, THE CAMPAIGN WILL BE INSPIRED BY THE REGGAE SCENE IN LONDON IN 1980/90’S.

INSTALLATION

BAYY CREATED A SERIES OF PORTRAITS FROM DECENDENTS OF KEY MEMBERS OF THE REGGAE SCENE AND FRIENDS OF BOB MARLEY IN THE 80/90’S. THE IMAGES WERE SHOT BY A COMMISSIONED PHOTOGRAPHER IN THE HOMES AND WORK PLACES WITH FILM PHOTOGRAPHY. THE IMAGES WERE CURATED AND EXHIBITED BY BAYY IN A ADIDAS AJAX EXHIBITION IN LONDON OPEN TO THE PUBLIC.