The brief was to create a stirring and captivating campaign for the Irish Rugby team during the Six Nations. With this campaign, Three wanted to prove to the fans that they knew and understood rugby. The campaign idea, All it Takes is Everything, explores what it takes to play for Ireland, delving into the physical and psychological obstacles the players must overcome to be the best. The intent was to challenge an element of the game that is often disregarded in the machismo of professional sport – nerves. It’s one thing to say ‘Johnny Sexton bursts into butterflies’, it’s a whole other thing to make that happen. A 3D Johnny Sexton was built and overlaid over the live action version. He was then exploded into butterflies using an advanced particle system. The result was a complex visual effect that supported rather than detracted from the message – all it takes to play for Ireland is holding your nerve.