The Brief
Two of the world's most-followed football brands, both needing creative leadership in the South African market. Two different identities. Two different audiences. One bar, the standard each club's global creative team would approve. The brief wasn't to make work that fits both. It was to lead a practice deep enough to hold each one fully.
The Approach
Excellence isn't a coincidence. It's a decision. Every phase, pre-production, production, post, rollout, carries weight. We chose intention over attention. Restraint over noise. The product belongs in the scene, not the other way around. Premium reads through how a jersey is worn, not how it's lit. That's the discipline the work runs on, regardless of which club we're holding that week.
We treat each club as its own register, not as a brief to be cloned. Manchester City sits in light blue and soft sky hues, calm, lived-in, art-directed for a 3-second attention world that rewards clarity. Tottenham sits in warm rust and golden hour, nostalgic, romantic, quietly cinematic, designed to feel like memory. Two registers, one practice, one standard.
“In a world addicted to attention, we choose intention.”
MANCHESTER CITY / 2025 / RELATABILITY DRIVES ADOPTION. We elevated the familiar. Every frame photographed and filmed unforced and lived-in. Locked-off tripod frames, selective handheld for breath. Light blues and soft sky hues. Five films built around bedroom rituals, getting ready, coming home, the controlled chaos of decompression. The jersey isn't the hero. It's the quiet centre of the scene. Five hero films, twelve photographs, four UGC pieces, one carousel build-up, all designed to make a 3-second attention world stop scrolling.
TOTTENHAM HOTSPUR / 2026 / THE WAY WE LIVE. A campaign anchored in two things, aspiration deep enough to stir something, and relatability close enough to step into. The set feels like a home. Not real, but honest. Designed to carry memory. Warm tones, golden-hour diffusion, matte walls and worn rugs. The hero film unfolds like time itself, stillness, arrival, connection, memory. A faint match commentary fades in beneath the music. Three audience personas, four content pillars, four channel layers, all stitched into one register.
“Not everything we make will be remembered. The ones that are, we know exactly what went into them.”
