Brighton & Hove Albion

Brighton & Hove Albion asked us to create the launch campaign for the club’s 2026/27 Season Tickets, with a clear ambition to engage a younger generation of supporters.

Rather than producing another football advert, we repositioned the season ticket as something far more meaningful than access to nineteen home matches. Research showed this audience valued community, friendships and shared experiences just as much as the football itself.

Our challenge was to create a campaign that felt unmistakably Brighton. The result was a film that celebrated matchday as a weekly ritual, following a group of young supporters through the routines, friendships and traditions that define the Brighton matchday experience.

The campaign was built around one simple idea: a match is only ninety minutes. Matchday lasts all day.Instead of centring the story around football, we followed one friendship group through the complete rhythm of a home fixture.

From pulling on a lucky shirt, sharing breakfast and meeting in the pub, to the familiar walk through The Lanes, the train to Falmer and the atmosphere inside the Amex, every moment became part of the experience. The match itself was the emotional high point, but never the whole story.

By treating the film like the trailer to a much bigger story, audiences were left feeling that the only way to experience the full version was to be there themselves, every week.
Authenticity drove every creative decision. We combined observational documentary filmmaking with carefully crafted portraiture to create a campaign that felt lived-in rather than staged. Handheld cinematography placed viewers inside the friendship group, while intimate interviews revealed the personal rituals that shape every matchday. Visually, we leaned into Brighton’s identity rather than football clichés. The city, the train journey, the pubs and the shared rituals became just as important as the action on the pitch.

A playful layer of hand-crafted motion graphics ran throughout the campaign, injecting energy, humour and personality without overpowering the documentary feel. The graphics echoed the spontaneity of the day, giving the films a lighter touch while reinforcing the campaign identity.Alongside the hero film, the production generated a complete campaign toolkit, including social-first edits, bumper adverts and a photography library, giving the club a cohesive visual identity across every touchpoint. The result was a campaign that sold more than football.

It sold belonging.