Ad of the Day: Chelsea FC travel back to the 90s for 23/24 kit launch
The nostalgia-infused film from The Berry takes its cues from the early days of CGI.
Inspired by Chelsea FC kits from the 90s and the glamour of London’s King’s Road, the 23/24 Nike kit features contrasting blue shades on a geometric diamond pattern.
For the promo video accompanying the launch, these retro shapes and colors serve as the CGI backdrop for players Enzo Fernandez, Reece James, Sam Kerr and Moises Caicédo to model the strip.
Each scene of the retro gaming-inspired spot is laced with Chelsea Easter eggs, inviting viewers to enjoy the film multiple times.
Jack Peters, head of global fan engagement at Chelsea FC, said: “Kit launches have become such a great creative opportunity for clubs to engage fans in a moment they’re truly passionate about. From a brand perspective, seasonal design stories will often tap into our history and heritage, which allows us to leverage them as a storytelling moment.
“Our Away Kit this year has this brilliant geometric diamond pattern that’s inspired by old kits from the 90s, so we’ve really leaned into that and created a world that brings it to life in a way that feels innovative, fun and aspirational, with enough Chelsea nods that we hope our fans will love. Reece James quite literally ‘keeping the blue flag flying high’ is a personal favorite.”
Directors: The Berry Boys (Ryan Burnham, Luke Robson)
Production: The Berry
Post-production: The Berry
Exec producer: Joanna Osborn
Producers: Chris Galvin, Andy Daly
Project manager: Alex Burnham
MGFX artist: George Barnes
Finance director: Jeanette Lilley
DOP: Kieran Coyne
Gaffer: John-Joe Besagni
Production assistants: Phoebe Aucamp, Matthew Stanciu, Neil Burnham
Head of global fan engagement: Jack Peters
Art director: Laura Brewington
Marketing exec: Freddy Barrat