NYCFC Away Jersey
New York City Football Club wanted to create a piece of content to reveal their new 2018 Away jersey. A rare opportunity to work with a club who were only 3 years old and due to the multi-cultural demographic of NY and appeal of ‘soccer,’ had a fanbase that was millennial at the core. This gave the opportunity to create something more aligned with fashion and music videos, than traditional football content. The challenge was to find an authentic role for Etihad Airways- their jersey sponsor. On a very small budget, with a lean crew, we shot a story of the jersey being designed at adidas HQ in Germany, then onto Etihad for the calligrapher to put the final touches to the Etihad Airways logo and finally onto the streets of New York.
This was our first project with the club, which brought more briefs. It gained a lot of attention as a best-in-class example of sponsorship activation, with Etihad joining us as a direct client. Most importantly the fans loved it and the sentiment through social was incredibly positive.