On Monday January 16 2017, the National Museum of Science and Technology in Milan hosted the Black and White and More event, during which the new Juventus FC “brand image” was officially presented.

I was commissioned by the communication agency Interbrand, in charge of the rebrand, to create a set of images which interpreted two fundamental concepts: fearless and black and white.

My pictures have been exhibited on big screens buring the new brand presentation event in Milan and have been used for the invitation card and the merchandising (an exclusive limited edition box containing author photos). Some of them has been permanently exhibited in Juventus 11 location.

Established in 1897, Juventus F.C. — or Juventus, or Juve, or I Bianconeri (the black-and-white) — is a professional Italian football club based in Turin and, arguably, one of the most famous and successful teams in soccer history. (My older brother — in the 1980s, in Mexico City — was an ardent fan.) Juventus is the second oldest (and still active) team in the country — Genoa is the oldest — and has won more than 61 national and international official titles.