In an exciting new relationship with Fulham FC, we were able to devise a campaign to launch their 2017/18 home and away kits, to highlight their partnership with Adidas, and to build on their unique history as London’s original football team.
We created a campaign which would create excitement around the new kit, clearly highlighting the style and substance, but also appealing to fans’ sense of loyalty and pride in the history of their club.
We devised the strapline ‘History Will be Made in Black and White’ as an obvious reference to the kit styling and club colours, but moreso as a nod to the club’s long history and the assertion that we can expect big things from them in the future.
We were also tasked with creating the campaign photography, which highlighted the quality of the kit and the prestige of the club it represents. With our team of photographers, make-up artists and filmmakers on site at Fulham FC’s Motspur Park training ground, we captured dynamic, movement filled shots as well as powerful and aspirational, imposing static shots. We also photographed kit details for social media.
Our in-house digital wizards retouched and edited the photography to create a varied and flawless series, ripe for use in a variety of settings, from web and retail, to press release and large format prints in London’s transport hubs.
In addition, we produced a teaser film and behind-the-scenes film to help create hype around the kit and connect fans with the players.
Fulham FC are a football club with a long and varied history, whose ground at Craven Cottage has stood the test of time with them for over 100 years. With a combination of historic imagery of Craven cottage, the 3D rendered tunnel and crest, and emotive and clever copy, our campaign builds on Fulham FC’s proud history, but also creates a sense of excitement for the future.