3 ATHLETES.
3 WEEKS.
1 CAMPAIGN.
INTRODUCING THE NEW DOBERMANNS
In spring 2026, Nordica set out to introduce three new WORLD CUP ATHLETES
to its Dobermann roster: Žan Kranjec (SLO), Filip Zubčić (CRO), and Albert Popov (BUL).
The objective was to create a series of launch films that would present each athlete
while maintaining a consistent visual identity across the campaign.
Over the course of three weeks, production took place in Slovenia AND ITALY,
resulting in three individual films designed for digital release.
OLYMPIC MEDALIST Žan Kranjec
THE BRIEF
Introducing a new athlete to a brand is more than a simple announcement. The challenge was to create a campaign that felt cohesive while allowing each athlete's personality to remain distinct.
Rather than focusing on race results or career highlights, the films were designed to build anticipation around a new chapter. The objective was to create a visual identity that could connect three different athletes through a shared narrative while remaining adaptable to a compressed production schedule.
CREATIVE APPROACH
The CLIENT’S original concept considered filming each athlete in their respective home environment. Instead, the decision was made to build the campaign around a controlled studio setting.
By removing geographical references, the focus shifted entirely to the athletes themselves. The studio environment provided consistency across all three films while allowing each athlete's character and presence to remain at the center of the story.
This approach created a location-independent visual language that could be repeated throughout the campaign without sacrificing individuality.
PRODUCTIOn
Filming took place over three consecutive weeks, with each athlete scheduled exactly one week apart.
The entire production was executed by a two-person crew consisting of a camera operator/director and a dedicated focus puller. Working with a compact team allowed for greater flexibility, faster decision-making, and an efficient production workflow throughout the campaign.
Every shoot followed the same visual framework while adapting to the personality and energy of the individual athlete.
FROM SHOOT TO DELIVERY
The production schedule followed an unusual rhythm.
Each week, a new athlete was filmed while the previous film was simultaneously moving through post-production. By the day the next athlete stepped in front of the camera, the previous video had already been delivered and released.
Production, editing, and delivery therefore ran in parallel throughout the entire project.
Maintaining this pace required a streamlined workflow from set to final export. Every stage of the process was designed around efficiency while preserving the cinematic quality expected from the campaign.
All three films were delivered within days of filming, allowing Nordica to roll out the campaign on a continuous weekly schedule.