XL: 40 Years of the Super Bowl –
The Opus.
Creative Direction and Design
This is one of my older projects shown but one I still love and have great fondness for to this very day.
I was selected to work as a Designer on a title called XL SuperBowl The Opus in 2007 as part of the team at Kraken Creative in Coventry, as one of the team assisting the lead designer over a seven month period. There was a specialist team of four working on this publication, backed by editors and picture researchers in both the U.S and U.K.
The project was in conjunction with the National Football League in the U.S.A, and was colossal in every sense of the word. Weighing over 30 kgs, with over 800 pages and with a one metre width per page spread, this was a very large book.
The publication was classed as a luxury art book retailing at $4,000 per copy and $40,000 per copy for the Special MVP Edition. The print run was limited so it would never be created in any other format and thus be more collectable in time.
We crafted the history and the story of this majestic event with carefully considered typography and layout. Using masses of unseen photography from some of the greatest sports photographers and content from specialist writers all dedicated to the story telling and the history of the event. A select number of copies were signed by American Footballers, SuperBowl MVP's and Hall of Famers. All-in-all it was a fantastic dream project to have been involved in.
Justin Robert Price
creative. design. thinking.
