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How do you launch something that doesn't exist yet?

For Canterbury's latest on-field product launch, our challenge was to give customers a way to see, feel and explore the new specialist rugby boots and headguard that were still in development.

So our focus shifted from the tactile to the virtual, exploring Canterbury's design and the technology behind the products.

The final launch played out over AR, film and an event that set a new precedent for the brand – immersing customers in an experience that was quite rightly much bigger than any single product. An experience like no other.