Hasta La Ideas

One of my favourite pieces of work in this year’s CR Annual was a poster campaign for Inter Milan football club. The studio behind the work, Leftloft, has been working with Inter for a couple of years, so I thought readers might like to see more of what they have been doing for the club

The ‘Ci Vediamo a Sansiro’ (We’ll see you at (Inter’s ground) San Siro) poster campaign (one above, featured on p81 of The Annual) has been running since the beginning of the current season.

It uses black and white or duotoned shots of current players with a diagonal blue and black band (blue and black stripes being Inter’s colours) and strong type to create something of a retro feel in a bid to attract fans back to matches (the Italian league has been suffering from falling attendances). The posters can be downloaded from the Inter website.

In addition to the posters, Leftloft (which has studios in Milan and New York) also designed the Inter shop in Milan.

Again, there is very much a retro feel with Inter heroes of old featured

In addition, Leftloft also designed this diary for the club

We asked Leftloft’s Francesco Cavalli about the studio’s relationship with Inter:

Can you tell us a little about how you came to work with Inter?
We had previously worked for the Moratti family (owner of the football team) on smaller projects that led us to working on the art direction for the club.

What are they like as a client?
Inter football club is such a big brand, internationally-recognised and working with them is exciting, inspiring and at the same time a big responsibility. Inter is also a family with all the pros and cons of a small organization too and the incredible number of activities needs an approach that changes a little bit from one project to the other.

What was the brief for the posters?
The brief was to bring people to the stadium, any kind of people not only football fans. This is expressed in the friendly slogan “Ci Vediamo a San Siro” – “See you in San Siro” – along with the team colors and the idea of a collectible series of posters, flyers and cards specifically designed for any match played at home.

The posters have quite a retro feel to them – do they reference earlier work done for the club?
We gave a central role to the players and to the game in the design of the posters. A great inspiration too came from English football images of the early post-war period. Now we are more into the the football team identity and we are using the club’s old logos to develop an apparel range.

See more of the studio’s work here. The Annual is out now, published as part of our double May issue.

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