Chelsea FC x Three

Brief

Chelsea enlisted us to harness our connections in subcultures to create an authentic branded content series that appealed to both the football audience and specific communities. Across the season, we connected the team and the sponsor with the worlds of golf, music, sneakers, dogs, boxing and a special nostalgic episode with Chelsea legends, John Terry and Claude Makélélé, playing a giant game of ‘Guess Blue’.

Execution

The biggest challenge with these shoots is the limited time you get with the high-tier talent. For each episode, we have an hour with the players, which means the shoot needs to be planned and executed seamlessly. We also have to build an immediate bond with the talent and make them feel comfortable on set, to get the best from them and allow their personalities to come across.

There were some extensive prop requirements to deal with, from a crazy golf course around Stamford Bridge to a life-size Guess Blue board! All props were branded with Three’s colours, including fluorescent light tubes that brought style and consistency to the aesthetic of the series.

Results

We mirrored Three network’s aims and values by connecting them with new audiences and communities. The reaction to the series was phenomenal, racking up over 7.5m views across all the Chelsea and Three channels. We provided some positivity during a tough season for the club and connected the dots between the fans, the club and the sponsor.