In the Skin

To prepare for the 2026-2027 season, FC Nantes wanted to give a shared coherence to three distinct communications: the season ticket and renewal campaign, the home jersey launch, and the away jersey launch. The challenge was to move beyond a simple succession of announcements and build a campaign able to connect club loyalty, visual identity, and product launch. SPK developed the concept "Dans la peau" ("In the Skin"), conceived as a common thread linking supporters, the club's colors, and the new kits. The sports communication strategy rests on a simple idea: for certain audiences, FC Nantes isn't just followed — it's lived as a lasting identity. Building on this territory, SPK designed a shared creative direction while giving each marketing moment its own expression. The season ticket campaign highlights the physical and emotional bond with the club, while the home and away jersey launches showcase their textures, patterns, and graphic codes. A dedicated shoot produced the images of the players and jerseys. These shots were then integrated into visual worlds created with the support of artificial intelligence, before being reworked graphically to preserve product accuracy and overall consistency. This method made it possible to reconcile production constraints with creative ambition, without separating the marketing campaign from the launch content. The visuals were adapted into carousels for social media, with formats centered on the main visuals and jersey details. In this way, SPK supported FC Nantes from concept development through photo production, AI-assisted creation, and social media adaptation. The whole forms a unified digital activation, designed to establish a single narrative across several communication moments and strengthen the visibility of the 2026-2027 season among supporters.