GAUCHOWORLD

Alongside New Balance and JD Sports Fashion, we brought together some of our family from our two homes (London & Paris). Right in the height of the Olympics, where the energy of the city couldn't be higher, we celebrated our global network through a series of activations within Paris. The day began with a panel talk with Sainté, Dean George,and Deen Burbigo, hosted by Fatou Diawara, and ended with a party where we invited some of our Parisian community down to Carbone nightclub. When brands are landing in a new city, it can often take time to build a rapport, but being in the right places, spending time with the right people can be all it takes - we helped JD make a great start. Special mention to the team over at OKQ.

As we begin to turn our attention to what's next for us, we want to take a moment to celebrate our fifth foray into the world of print, continuing the philosophy of taking a magazine started in a bedroom in Hackney to every corner of the world. The magazine included ten features, three trend reports, 52 advertisements, all set on 224 pages. Stories we told came from five different cities - New York, Paris, Amsterdam, London, Istanbul - and spanned across Music, Fashion and Sport, taking a bespoke approach to spotlight facets of our talented community. Whether it was spotlighting New York's Lorena Pipenco, with her mother and grandmother as her muses, or sharing a snippet of Galatasaray striker Michy Batshuayi's new brand SKP, lensed with a backdrop of Istanbul, we've always sought to tell a story that delves way deeper than what meets the eye, there's no question we've achieved that once again in our fifth print issue.

To celebrate the launch of the latest ‘Rain or Shine’ collaborative capsule between Patta Exclusive Sneakers BV. and Converse we hosted an intimate event placing a spotlight on the moment. Providing a 𝟯𝟲𝟬° service to Patta and Converse from creative ideation, community seeding, through to roll out we ensured that this extension event was tailored to the needs of the campaign, further strengthening Patta’s presence within London.

Identifying the right talent for a project comes from understanding brand, talent and their communities alike. For us, the success of a campaign isn’t simply determined by numbers, but by the strength of the long-term story being built. Our work helps brands understand their audiences (both retained and desired), and vice versa, so that a complimentary ecosystem is built, with talent sitting in the midst as a show of common values between all parties.

Before pursuing the ‘What’, we always step back and ask ourselves ‘Why?’. It’s an important process that is often rushed or missed altogether, but you can’t build a mansion without first checking if the foundations are strong. Starting with a story that has its roots firmly set at home, we explore why capturing Premier League star Reiss Nelson on Aylesbury Estate - the estate he grew up on - resonated with a global audience that have never set foot in South London, or even care to watch the football every weekend.

Just some numbers we’re proud of.

The amount of sport and fashion crossovers we see these days fill us with joy. And we can’t get enough of the largely positive reception they attract. It wasn’t too long ago that these kind of crossovers were rejected by fans, worried about how they’d affect on field performance. With the freedom to explore their interests, we get access to a better picture of who these athletes are, providing audiences with a more valuable relationship with their favourite performers. It was only a few years ago that Dominic Calvert-Lewin, Everton and England striker, was the sport cover of our first ever print issue, and not before too long was the subject of memes from football fans on Twitter. Whilst it is of course all fun and games, a wholly positive reaction to our more recent sport covers, particularly Arsenal forward Reiss Nelson, is a sign of changing audience behaviour creating space for something new, exciting and rewarding for anybody who’s interested in football and the surrounding culture. Long may it continue.

‘Our Traditions’, a campaign for New Balance and Footpatrol for the new 991v2 featuring tendai; captured by Rhys Williams. A Gauchoworld project developed in house at Pifivy. Growing up in Newham, tendai has all the inspiration he needs right on his doorstep. The traditions, the history, all part of what it means to be Made in the UK. “I pull from the road signs, from grime culture, the blocks of flats, the artists that are from here.” — tendai To further the storytelling of our latest campaign with New Balance and Footpatrol, we photographed tendai against backdrops that play their part in making east London the musical, architectural and cultural capital of London.

‘Our Traditions’ with New Balance and Footpatrol featured on LBBonline - Little Black Book. Watch the full film here: https://lnkd.in/eqkDEPsN

We were called on to celebrate the release of the New Balance 991v2 by Footpatrol. Delving deeper into New Balance’s 'Made in the UK' messaging, we identified tendai - musician and producer - an east Londoner through and through, to be the face of our campaign. With ideation and concept development placed in our hands, we explored some of the traditions that make us unique - skipping the last few steps on the staircase, walking around street signs - and visualised how those traditions intersect between both tendai’s world and the world of the 991v2. The multimedia campaign takes the form of a film, vignettes, stills and an interview, with creative ideation and development done in-house at Gauchoworld's creative studio Pifivy.