Do You Play Life?
Creative Director / Writer
Benetton started acquiring sporting goods equipment brands like Nordica, Prince, Rollerblade, Kastle and Killer Loop.
Described by The New York Times as, ““The Unrepentant Adman”, Oliviero Tuscani wasn’t sure how to extend his provocateur style from fashion to sport and called Jay Chiat.
Jay called me and brought in art director & creative director, Paul Jarvis.
We came up with a question designed to position Benetton Sportsystem at the intersection of politics, history, culture, controversy and sport.
