In the ever-evolving space of art, one isn’t restricted to traditional mediums anymore. There is scope for experimentation like never before and there are many who are willing to take that plunge. Among those is 27-year-old Mumbai-based artist and graphic designer Yash Pradhan, whose latest project is the initiative ‘Play Proud’ by Common Goal in collaboration with Amplifer. Combining the power of art and the power of soccer with 8 clubs to transform communities and stadiums across the United States, Mexico, and Canada, the original artwork created by him was for an exclusive line of Augmented Reality (AR)-activated merchandise that links fans to inspiring, bilingual storytelling.
In the spirit of this initiative, on 30th July, Juventus and Real Madrid played at the Rose Bowl Stadium in front of nearly 94,000 fans, with both teams donning the same artwork embedded into their jersey numbers to represent their shared belief. Talking about the design and purpose of the AR-activated merch, Yash says, “The design represents and promotes a common goal for football — making the game an inclusive, equitable, and safe space for all. As part of Saturday’s activation, both clubs donated a signed jersey to Common Goal who organized a giveaway that gives fans the chance to own a signed version of Pogba and Benzema’s match-day jerseys.”
Experimenting with the world of AR effects, Pradhan calls ‘Play Proud’ his favourite piece of work yet, saying, “My favourite piece of work would be the Play Proud collaboration and the impact it has not through just design and social media but in raising funds for sustainable developments around the globe. I also cherish my latest work with Adidas India as part of Adidas Originals Collective. I got the chance to have my designs as merch, customized shoes and AR effects. Anything on a new medium or even one that’s not digital is always amazing!”
As far as his creative process goes, he tells us that it, “...generally starts with an idea and I sketch out a composition of what I’m designing, the composition of the artwork is always the key for my work so I usually take more time composing and trying to incorporate the end goal or usage of the artwork.” Adding that he renders the work with clean bold lines and surreal elements while retaining some of his more prominent design elements & structures.
At the end of the day he says, “The purpose of creating art which enables direct, functional, or social impact has always been my long-term goal.”
You can checkout Yash Pradhan’s Instagram here.
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