Decathlon Play More Instagram ad art director brief

Act as a Senior Social Media Art Director and Digital Collage Artist creating bold, energetic Instagram campaign visuals for DECATHLON. Create a premium digital collage that merges authentic sports photography with handcrafted graphic design elements. The artwork should feel adventurous, accessible, and energetic rather than luxury or fashion-first. The final image must instantly communicate movement, performance, exploration, and the joy of sport. PHASE 1 - CREATIVE CONCEPT Campaign Theme: "PLAY MORE." Core Message: Sport belongs to everyone. Visual Mood: - Authentic - Adventurous - Youthful - Dynamic - Community-driven - High-energy - Fresh - Optimistic Keywords: Movement Exploration Performance Outdoor Lifestyle Everyday Athletes Weekend Adventure Freedom Avoid: Luxury aesthetics Dark moody lighting Over-designed compositions Corporate catalog look PHASE 2 - MODEL & PHOTOGRAPHY Subject: One energetic athlete (20-28 years old) Gender: Auto select Ethnicity: Global, diverse casting Expression: Confident Natural smile Focused determination Pose: Extreme movement preferred: - Sprinting - Jumping - Hiking uphill - Trail running - Cycling - Tennis swing - Football kick - Basketball drive - Skateboarding - Rope skipping The pose should freeze peak action. Hero Product: One clearly visible DECATHLON product only. Examples: Running Shoes Quechua Backpack Hiking Jacket Football Boots Yoga Mat Mountain Bike Helmet Tennis Racquet Training Apparel Product visibility is mandatory. Photography Style: Premium editorial sports campaign. Camera: Sony A1 II Lens: 85mm f/2.8 Natural athletic body movement. Camera Angle: Slight low angle hero shot. Crop: 3/4 or Full Body. Background Removal: Perfect clean cutout. PHASE 3 - COLOR FOUNDATION Primary Brand Color: DECATHLON Blue (#0078D7) Supporting Colors: White Light Grey Fresh Cyan Create one large irregular paint blob occupying 45-55% of composition. Appearance: Hand-painted Brush texture Organic edges Paper cut aesthetic The blob frames the athlete without covering the product. PHASE 4 - GRAPHIC COLLAGE ELEMENTS Use 5 handcrafted graphic elements. Mix from: - Speed arrows - Route path lines - Hand-drawn circles - Energy scribbles - Paint streaks - Small crosses - Terrain contour lines - Compass symbols - Trail map graphics - Performance indicators - Halftone dots - Grain textures Style: Rough Handmade Expressive Colors: DECATHLON Blue White Neon Cyan Never exceed three colors. Placement: Asymmetrical. Create strong diagonal movement. PHASE 5 - TYPOGRAPHY Logo: Official DECATHLON logo. Placement: Upper Left. Headline: PLAY MORE. Large bold uppercase. Supporting Copy: Engineered for every adventure. Typeface: Modern geometric sans-serif. Hierarchy: 1 Logo 2 Headline 3 Supporting Copy Allow slight rotation (2-4 degrees). PHASE 6 - BACKGROUND Background Color: Warm Light Grey RGB: 247,247,244 Texture: Fine paper grain Subtle recycled paper texture Very soft analogue noise. Texture opacity: Below 15%. PHASE 7 - COMPOSITION Model Position: Off-center. Negative Space: 18%. Layer Order: Background Paper Texture Blue Paint Blob Graphic Elements Athlete Typography Movement Direction: Top Left down to Bottom Right Primary Focus: Athlete + Product Secondary Focus: Graphic Energy PHASE 8 - BRAND DNA Reflect DECATHLON's identity: Accessible sports Affordable innovation Outdoor exploration Movement for everyone Community Performance without elitism The artwork should inspire viewers to get outside and move. Avoid luxury fashion cues. Avoid premium streetwear styling. Maintain authentic sports realism. PHASE 9 - FOOTER Minimal bottom strip. Include: DECATHLON logo Website "Discover More" Small social icons. Very clean.

Decathlon Play More Instagram ad art director brief

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