Alessandro Del Piero x Juventus
SERVICES
Creative Direction
Art Direction
Product Storytelling
YEAR
2026
INFO
Working directly with Alessandro Del Piero, I developed the concept and creative direction for a signature Juventus prematch jersey created to honour his legacy. Known as Il Pinturicchio for the artistry he brought to the pitch, Del Piero became the starting point for a concept built around the idea of a fictional museum dedicated to his career. The graphic is filled with moments and references drawn from his history, turning the jersey into a visual archive for both Del Piero and the fans who grew up watching him play.
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The details reward a closer look. Lightning references his father’s profession as an electrician. His iconic tongue-out celebration makes an appearance. Every Easter egg was deliberately researched and considered, creating a piece that reveals more of Del Piero’s story the longer you look at it.
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The project also marked a first for me within the adidas Football team, pioneering the use of AI as part of the creative process. Beyond using the technology to push the concept further, I helped demonstrate its potential, educate the wider team and establish practical guardrails for how it could be used responsibly in future work. A project where research became storytelling, technology became a creative tool, and a jersey became a museum for one of Juventus’ greatest artists.
