The Drum Awards Festival - Extended Deadline

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By Amy Houston, Senior Reporter

September 1, 2023 | 2 min read

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.”


The Berry

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

Chelsea FC

Head of global fan engagement: Jack Peters

Art director: Laura Brewington

Marketing exec: Freddy Barrat

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