adidas x Manchester United 'Threads'

Role: Creative Director, Concept and Music Producer
Agency: The Marketing Store

In the midst of the UK lockdown, with traditional shoots canceled and no access to players, we faced the challenge of launching the adidas 20/21 Manchester United FC home shirt in a way that would still resonate deeply with fans. This campaign was a reimagined take on a team jersey launch, telling the story of the shirt itself as a symbol of history, pride, and legacy. The resulting film was recognized for its craft and won a Clio Award, celebrating its innovative approach to storytelling through visual effects and digital artistry.

The Concept: More Than Just Threads

Rather than focusing solely on the jersey, we explored the idea that each shirt is woven from historic moments, defeats, and triumphs, carrying the weight of past glories. The narrative suggests that every story begins with a thread, and that this shirt, in particular, is a tapestry of memories passed from one generation to the next. This approach offered fans a way to connect with the jersey on a deeper, emotional level, creating a powerful representation of Manchester United’s legacy.

The Execution: Bringing Memories to Life

Directed by Oliver Davies at The Mill and featuring VFX direction by Will MacNeil, the film used groundbreaking digital techniques to bring this concept to life. Leveraging the versatile 3D software Houdini, we transformed iconic in-game moments into an intricate tapestry of embroidered 3D characters. By weaving together historic match footage with intricate VFX, the film visually embodied the notion that the jersey was “stitched” with moments of triumph and defeat.

Impact and Reach

The film struck a chord with fans and the football community:

• 40 Million Reach: An estimated 40 million fans engaged with the campaign.
• 1 Million Views in First Week: The film reached 1 million views within its initial week, achieving significant fan engagement despite the lockdown limitations.

Award Recognition

This project was awarded a Clio Award for Craft, highlighting its excellence in digital artistry and creative direction, and marking it as one of the most distinctive jersey launch campaigns in recent years.