Aberdeen Football Club
Kit Launch Campaign
Netting Attention For The Dons' Away Kit
AFC asked us to produce the launch video and stills for its 2026 away kit. With ten days on the clock, we swung into action: developing the concept, mobilising a two-day shoot and crafting a polished launch film that had the terraces buzzing.
challenges
- Rallying the wider fanbase with a film that gave every supporter something to share
- Developing a concept and storyboard that linked the new kit with the architecture that inspired it
- Staging a two-day, four-location shoot that captured everything from action shots to landmark footage
- Crafting polished assets that look right at home on social feeds and stadium screens
Sector
- Sport
Services
- Video Production
- Art Direction
- Visual Identity
Striking Settings
Packing four locations into our two-day shoot let us bring the team, the kit and one of Aberdeen’s most iconic landmarks together
4
Shoot Locations
Expansive Reach
Cutting one film in both 9:16 and 16:9 enabled us to reach the red army on phones, in social feeds, on the club website and on stadium screens.
287 K
Views & Impressions
Lively Engagement
Contrasting authentic footage with polished drone shots, and playing on the shirt's architectural inspiration let us build excitement and fan buy-in.
13 K
Engagements & interactions
One Story, Two Formats
Storytelling was central to the campaign’s success. The kit’s design draws on the Sir Duncan Rice Library, and as an Aberdeen agency we understood why that connection would mean something to supporters.
The film cuts directly between the library’s façade and close-ups of the shirt fabric, so the link is clear without any narration. Small details, such as the ‘Bon Accord’ message inside the collar, gave fans something to discover and share.
We also had to create something that felt like it was part of a larger campaign, supporting the announcement of the team's new supplier. Framing the film as ‘From Bologna to Aberdeen: Part 2’ gave us space to nod to Macron’s Italian roots, and matching the tone of the announcement video meant the launch played out as the next chapter of one story.
The film was cut in both 9:16 and 16:9 so it worked equally well on phone screens, in social feeds and on the club’s website and stadium screens.
Pairing a specialist lo-fi video team with polished architectural and drone footage gave it a contrast that felt both authentic and premium.
Featuring both the men’s and women’s teams also helped the kit speak to the club’s whole fanbase. From one two-day shoot, the club received a launch film in two formats and a set of stills that sustained engagement across X, Instagram, Facebook and LinkedIn.
The people behind the work
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