Brighton & Hove Albion
Commercial
2026/27 Kit Launch
Brighton & Hove Albion appointed Superlative to create the launch campaign for the club’s 2026/27 Home and Away kits.
The brief extended far beyond producing a launch film. We were tasked with creating a unified campaign spanning photography, film and digital assets that could live across social media, retail, point of sale, stadium environments and out-of-home advertising, giving every supporter touchpoint a consistent creative identity.
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Inspired by the club’s iconic 1983 season, we developed a tactile visual identity that nodded subtly to the era without becoming nostalgic or pastiche.
Loose fabric backdrops formed a distinctive and ownable visual language, creating a flexible system that could evolve across photography and film while remaining unmistakably Brighton.
Rather than writing a script about football, we commissioned Brighton poet Aflo to write and perform an original piece celebrating the people, places and folklore that define the club. The film moves between our studio world, moments from across the city and archive footage from 1983, with contemporary sequences captured on VHS to bridge the past and present.
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With only three days of player access, every element of the production was carefully choreographed in advance. Photography and motion were captured simultaneously, with each set and lighting setup designed to serve both disciplines, allowing us to create a rich library of assets from a single integrated production.
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The campaign launched across Brighton & Hove Albion’s digital, retail, stadium and out-of-home channels with a cohesive visual identity throughout.
The launch film generated more than one million views within its first 24 hours, introducing the 2026/27 kits through a campaign rooted as much in the identity of Brighton as the shirts themselves.