Black Ferns Women’s Rugby World Cup Jersey Launch

To launch the Black Ferns’ 2025 Rugby World Cup jersey, we created a film and a series of stills inspired by its design - a turapa pattern representing the unifying strength of sisterhood. A symbol of the tight knit team deriving strength from each other. The jersey's woven design is a true embodiment of Black Ferns team culture, and of rugby itself. We are stronger when bound together. For this jersey story to connect specifically with the Black Ferns audience, we had to go deeper with our storytelling, anchoring the design story in truth, reality and the culture of Aotearoa. In the process of making the film, we collaborated with artist Teresa Murray from the New Zealand Māori Arts and Craft Institute (Te Puia) to create a bespoke turapa panel, which was subsequently gifted to the team at their jersey presentation as token of support and respect ahead of their World Cup campaign. In product and player stills, the jersey is never shown in isolation. Hints of the wider team appear at the edge of the frame, symbolising the bonds of sisterhood and the unifying strength the players draw from each other.