FIT FOR GLORY x Tottenham Hotspur

When New Era approached us to come up with a creative response for the upcoming season’s Football campaign we knew that we wanted to create a proud, dynamic campaign that represented the fans, the fearless finishes and determined defenders both on and off the pitch.

As part of the wider campaign we were also tasked with creating the direction for New Era’s individual team partners, one of the first teams being Tottenham Hotspur.

Working closely with New Era and the club, we developed the FIT FOR GLORY creative direction, producing an inspiring concept that would spotlight the players and the club’s pride and ambition.

To kick-off the season across brand and club channels, we created product-focused content that layered up fan imagery and iconic club moments. We wanted this to be the catalyst for the season ahead, for fans going into it with heads held high and believing in the FIT FOR GLORY message.

For the main campaign launch we conceptualised, produced and directed the player stills and motion content, with a shoot at the Spurs stadium. We were allocated an hour with the players to capture all of our stills and motion content across four locations. Our aim was to hero the players and share an insight into their personalities, combining a natural, candid approach with more hero portraits.

Our design direction allowed us to shoot the four players individually, allowing for agile, fast-paced shooting across numerous locations simultaneously – maximising the time and capturing as much content as possible. To cover off different marketing channels and deliverables, we needed to shoot all stills and motion showing the players wearing the headwear, holding it and in still-life scenarios too.

The multi-channel campaign went live across both brand and club, with us continuing to create content for key match days and celebratory moments for the fans on social channels throughout the season.