'#Suarezing' Goes Viral Thanks to Stem's Adidas Campaign

Adidas has commissioned the acclaimed New York based photographer and director Timothy Saccenti to shoot its official 2014 World Cup global advertising campaign. The Adidas ‘battle pack’ campaign (launched, 24th May) showcases its latest boot collection, for which Saccenti shot the top 60 players in the world including Lionel Messi (Argentina), Luis Suarez (Uruguay), Oscar (Brazil), Dani Alves (Brazil) and Mesut Ozil (Germany).

Tim's striking images are a key part of the adidas campaign and have been seen throughout the World Cup championship. However Tim obtained worldwide attention overnight when his image of Luis Suarez went viral and became an internet phenomenon - now known as Suarezing.

Saccenti has created a cinematic set of graphic images using projection mapping onto the athletes with the patterns from the football boots. This technique has resulted in a bold, arresting series of near abstract portraits of the world’s most iconic footballers.

Saccenti only had a small time slot with each of the players and needed an immersive space in order to connect with each individual instantly. He created a mobile studio complete with sound-system, projectors and strobe flashes that encouraged his subjects to break out of the standard ‘footballer’ pose and bring a fresh and honest energy to the images. Saccenti’s technique - a precise balance of lensing, 20,000 lumen projectors and flashes - was honed during his numerous photo sessions for celebrities and underground music artists.

Saccenti (represented by Stem Agency) is renowned for his experimental and uncompromising aesthetic. His groundbreaking visuals have included genre-defying portraits, music video, films, advertising campaigns, multi media projects and abstract art installations. His methodical approach to lighting, staging and production design work combine to create hyper-real landscapes that exude atmosphere and emotion.

His client list as a photographer has included Erykah Badu, LCD Soundsystem, Usher and Pharrell amongst many others. He has also been involved in collaborations with seminal experimental record labels such as Warp Records and DFA.

Saccenti’s commercial campaigns include the controversial ‘Playfaces’ television campaign for the Sony PS3 launch as well as projects for Nike, Diesel, Sony and Audi. He has directed music promos for a multitude of artists such as Depeche Mode, Franz Ferdinand, Battles and Animal Collective.

Stem Agency’s MD Will Robinson says, ”Tim is ultimately an artist behind the lens. There is nothing he cannot achieve on camera. He creates alchemy.”

Last year Saccenti released a small format book of personal and creative process images entitled Paradise. This was followed earlier this year by Portraits 01 which is the first in a series of photo books devoted to the different areas of his work. This collectible photo book features portraits of musicians such as Carl Craig, Tricky and Sparkle Horse and reveals how his extraordinary portraits mirror the individuality of the artists he works with.