Fuel Your Imagination

Chelsea FC launches away kit with 90’s inspired film

The new retro campaign from The Berry supports the launch of the new away kit

Georgie Moreton

Deputy Editor, BITE Creativebrief


To mark the launch of Chelsea FC’s new 90s-inspired away kit a launch film has been created by advertising agency and creative production company, The Berry.

The new 90s-style design of the kits features diamond geometric patterning on contrasting pitch blue and soar shades inspired by Chelsea’s heritage ‘90s kits. The launch film pays homage to the new design, combining nostalgia with the modern spirit of the football club.

The upbeat film has been directed by The Berry Boys (Ryan Burnham & Luke Robson) and created with the CGI/VFX team at The Berry. The film is reminiscent of retro gaming as the creative plays with space and lights to animate the kit alongside Chelsea iconography.

The film is jam-packed with Chelsea Easter eggs, encouraging fans to re-watch and spot the club’s iconic visual details including Chelsea stars, Enzo Fernandez, Reece James, Sam Kerr and Moises Caicédo.

CG scenes within the film feature the away kit in every aspect, Chelsea-fying boomboxes, wallpaper and flags as well as the kit. Live action scenes feature the various players captured against a green screen to transport them into the retro world. Each player has their own distinct action such as Enzo Fernandez’s cheeky wink to camera and Reece James’ planting of the flag in captain style. The campaign capitalises on nostalgia, considering Chelsea’s long heritage whilst propelling the club forward for the upcoming season.

“As a lifelong fan of the best club in London / the world, Chelsea FC, this one means a lot for me. My dad, grandad, great-grandad and four generations of my nan’s family all grew up and lived in Chelsea. All of them, since the club was founded in 1905, have supported Chelsea FC, through the sun and rain. Chelsea and CFC, has always been at the heart of the Burnham family.  So, when we got the call up from Chelsea FC to launch the away kit, you can imagine how that felt.” explained Ryan Burnham, Director at The Berry Boys.

Jack Peters, Head of Global Fan Engagement, Chelsea FC added: “Our Away Kit this year has this brilliant geometric diamond pattern that’s inspired by old kits from the 90s, so we’ve really leaned into that and created a world that brings it to life in a way that feels innovative, fun, and aspirational, with enough Chelsea nods that we hope our fans will love. Reece James quite literally ‘keeping the blue flag flying high’ is a personal favourite.”

The film was directed by The Berry’s in-house directors, The Berry Boys, (Ryan Burnham and Luke Robson) with animation created in software, using a combination of Cinema4D (with RedShift), Houdini, Rokoko Suite and the Adobe Creative Suite by The Berry’s team of CG artists.

Capitalising on the trend of nostalgia whilst paying homage to the long-term fans of the club, the retro kit launch captures the imaginations of new and old fans alike.


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