ARSENAL FC
Matchday Drop & Shop
Arsenal FC came to me directly to launch a new member benefit — Matchday Drop & Shop — and make it land with box holders who are mid-matchday, not mid-scroll. Commissioned to create an instructional video that felt native to the Arsenal brand while actually getting the message across.
Key Objectives
Arsenal FC
Year
2025
Industry
Sports
Touch Points
Concept, Animation
The Challenge
Arsenal FC had launched a new member benefit — Matchday Drop & Shop — and needed to communicate it clearly to box holders mid-matchday. The challenge wasn't just creating something on-brand for one of the world's most recognisable football clubs, it was making something that could cut through in a noisy, high-energy environment where attention is scarce and patience is shorter. The brief came directly to me, without an agency layer — which meant owning the creative from day one.
Our Approach
The starting point was clarity. With box holders mid-matchday, there was no room for ambiguity — the video needed to guide, not just inform. Every creative decision was made in service of that single objective: make the next step obvious.
Art Direction & Creative Concept — Rather than a traditional brand film, the creative was built around a step-by-step instructional structure. Large on-screen copy, live app walkthroughs and merchandise visuals were sequenced deliberately to remove friction and guide the viewer through the process naturally.
Format & Delivery — Assets were designed across multiple formats from the outset — 16:9 and 9:16 — ensuring the content worked wherever fans encountered it, without the compromise that comes from adapting after the fact.
Brand Adherence — Every frame was held to Arsenal's visual standards. Slick, considered,
and unmistakably the club — without letting the brand get in the way of the message.
Outcome
Delivered a suite of assets directly for Arsenal FC — a direct client relationship that reflects the trust placed in the creative from brief to final delivery. The work launched across matchday touchpoints, giving box holders a clear, frictionless introduction to a brand new member benefit. A strong example of instructional design done without sacrificing craft.
“An ultra professional who turned this around quickly. A simple, effective video that performed.”
— Senior Marketing Team, Arsenal FC
Project Highlights & Deliverables
Instructional video concept & creative direction
Art direction & design across all assets
16:9 and 9:16 format delivery
Direct client relationship with Arsenal FC
Delivered to broadcast-standard brand guidelines
