CHELSEA FC | NIKE AWAY KIT 23/24

IT’S A 90s THING: Chelsea FC and The Berry launch the club’s new Nike away kit with 90s-inspired film.

 

Chelsea FC has released its 90s-inspired, 23/24 Nike away kit, with a launch film created by advertising agency / creative production company, The Berry.

With contrasting pitch blue and soar shades, the diamond geometric patterning on the fresh design is inspired by Chelsea’s heritage ‘90s kits and the glamour of the Kings Road, but brings an aesthetic that does not shy away from the cutting edge.

Directed by The Berry Boys (Ryan Burnham & Luke Robson) and created with the CGI/VFX team at The Berry, this is a stand-out animated film inspired by the aesthetic, texture and style of the CFC away kit. The CGI film, starring Enzo Fernandez, Reece James, Sam Kerr and Moises Caicédo, showcases Chelsea culture, groundbreaking CGI creativity and salutes retro gaming / 90s design.

CFC_AWAY KIT_INFO GRAPHIC 01.png
CFC_AWAY KIT_INFO GRAPHIC 02_V2.png

The film was overwhelmingly well received online, racking up over 6.6 million views, 1.1 million engagements, 97.6% positive or neutral sentiment and most importantly driving up to £800K in kit sales.

CFC AWAY KIT LAUNCH_HERO FILM_16x9_ITS A CHELSEA THING_VIDEO STILL.png
CFC AWAY KIT LAUNCH_HERO FILM_16x9_REECE JAMES_VIDEO STILL.png
CFC AWAY KIT LAUNCH_HERO FILM_16x9_SAM KERR_VIDEO STILL.png
CFC AWAY KIT LAUNCH_HERO FILM_16x9_AWAY KIT_VIDEO STILL.png
CFC AWAY KIT LAUNCH_HERO FILM_16x9_CAICEDO_VIDEO STILL.png
CFC AWAY KIT LAUNCH_HERO FILM_16x9_BOOMBOX_VIDEO STILL.png
CFC AWAY KIT LAUNCH_HERO FILM_16x9_ENZO_VIDEO STILL.png
CFC AWAY KIT LAUNCH_HERO FILM_16x9_FLAG_VIDEO STILL.png

Every CG scene is laced with Chelsea Easter eggs, inviting viewers to enjoy the film multiple times, to fully explore the visual details. The away kit also isn’t just worn by the players – the boombox, wallpaper and flags for example are all proudly sporting the same texture too.

VS_01275.jpg
CFC AWAY KIT_BTS ON SET_CAICEDO 02.jpeg
CFC AWAY KIT_BTS ON SET_THE BERRY BOYS AND ENZO..jpeg
CFC AWAY KIT_BTS ON SET_REECE JAMES 01.jpeg

For the live action scenes, the players were shot against a green screen, allowing them to be seamlessly integrated into the animated world of the film. Each player had a different action in the film, driving the visuals and story. Enzo Fernandez’s cheeky wink is a throwback to the era's cheesiness; Reece James’ planting of the flag is a fitting captain's move and nod to fan chant ‘Keep the Blue Flag Flying High’; and Caceido's surprise appearance at the end breaks the fourth wall as another viewer.

CFC Away Kit_CGI BTS_TV_WIREFRAME COLOUR.png
CFC Away Kit_CGI BTS_KERR_WIREFRAME COLOUR.png
CFC Away Kit_CGI BTS_SHIRT_WIREFRAME COLOUR.png
CFC Away Kit_CGI BTS_SPEAKER_WIREFRAME COLOUR.png
CFC Away Kit_CGI BTS_CREST_WIREFRAME COLOUR.png
CFC Away Kit_CGI BTS_FLAG_COLOUR.png

The film was created in a variety of software, using a combination of Cinema4D (with RedShift) & Houdini for 3D animation, Rokoko Suite for character mocap and the Adobe Creative Suite for compositing, editing and sound design. - All created in-house by The Berry’s team of CG artists.