Reigning Champ are a Canadian premium athletic-wear brand. They approached us with a brief to create a video to spearhead their Holiday FW24 campaign focusing on British sporting culture.

Our short film “All as One” was comprised of interviews with ex-players, fans of rival clubs and family members about the stories, energy and camaraderie of the game. Authenticity was everything for this film: we decided that none of the conversations could be scripted. The result was an entirely original piece of film, with a timeless feel to it.

We were very grateful to Paul Canoville, the first black player to play for Chelsea, who featured in the film and told us some of his story.

The film has been a powerful statement piece for Reigning Champ, conveying the brand’s ethos and telling the story of the campaign. As a result, it has received high levels of engagement throughout social channels.