Fri, 14 May 2021 15:40:39 GMT
Chelsea F.C is taking fans on a psychedelic journey back to the 60s, as part of its latest campaign to celebrate the launch of its 21/22 home kit.
The campaign, created by 20something and Kode Media, is inspired by designs of the OP Art movement of the 60’s. The dynamic blueprint represents energy and vibrancy, synonymous with the new wave of young talent that is propelling the club forwards. The campaign injects a new energy, tone, and edge into the club’s long-standing Creative Platform ‘It's a Chelsea Thing’.
Featuring some of the biggest and brightest stars of the game, the film takes viewers on a journey into another dimension. England rising star and Chelsea midfielder Mason Mount, Golden Boot winner Sam Kerr and the current lead goal scorer for Chelsea, Timo Werner, are joined by Magda Eriksson, captain of the women's team, Callum Hudson-Odoi, Fran Kirby, Pernille Harder and Hakim Ziyech to bring the energy against the backdrop of a Bridget-Riley-esque, dynamic, distorted version of today's reality. We travel through an op-art world, bouncing between the '60s, and the present day. Each scene celebrates the heritage, creativity, style, fashions, and music of the King's Road, and how this is mirrored, and modernised, in the powerful wave of new talent coming through at Chelsea.
Gary Twelvetree, marketing director, Chelsea F.C. "Kit launches are always an exciting time for the Club and our fans. Given the bold design of the new Home kit, we wanted to create something just as stylish and fun to reveal it and bring it to life. We were delighted that The Zombies, one of the 60s most iconic bands, joined us to capture that new wave feel.”
Music is synonymous with the culture of Chelsea and the King’s Road, so the film called for an incredible 1960’s track. No song screams ‘60’s’ + ‘Fashion’ quite like The Zombies’ iconic ‘Time of the Season’ - a remix of which became the film’s soundtrack, made all the more pertinent by lead singer Colin Blunstone’s lifelong support of the club, not to mention his uncle - Frank Blunstone, having played as their outside-left from 1953–1964.
Colin Blunstone, The Zombies added: "I’ve supported Chelsea through thick and thin since 1955!! I was 10 when I discovered my distant uncle Frank Blunstone was a star player for them, and he left tickets for my Father and I to attend a match!! So thrilled to be singing with The Zombies for Chelsea's new promo film, and love this remix!!!!"
Will Thacker, co-founder of 20something said: “The Zombies' track was the perfect backbone to the film. But we couldn't miss the opportunity for a remix to drop in a contemporary bass line. There were no stems to the original, live recording. So, we had to work around the beautiful imperfections and slight tempo changes.
“We wanted to do this in a way that retained a nostalgic quality. We tried to match that in the visuals by filming both handheld - 16mm, and more dynamic, technical crane moves. Giving the swagger, style, and flair of today's young players an unmistakable 60's vibe has been exciting. We wanted to cement the London of today with the London of the past, for a new, global audience."
Harry Cauty, director at Kode Media added: "I have to give a shout-out to the art team. they did an amazing job creating our throwback sets. They looked all over for inspiration. From iconic 60's venues like Flamingo Club to Chelsea Drugstore. Not to mention classic cultural references from the time. We had loads of fun packing the film full of Easter eggs.
“On set, the players were brilliant. They reacted very well to something that, let's face it, wasn't your traditional kit shoot. The atmosphere was electric. It was great to see the players step out of their normal styling, and into these iconic looks."
Categories: Sports clubs, Sports and Leisure20something, Fri, 14 May 2021 15:40:39 GMT