top of page
I was lucky enough to work on the New Balance football account for just over two years. Below, you'll find some of that work.
When we found a small news article of Raheem Sterling losing it over ice cream, we knew we’d discovered his next signature boot, with an activation like no other.
Production - Bazaar
Photography - Mathew Seed
Retouch - Matt Brewin
Another year, another New Balance shirt launch.
This time though, NB football wanted to move closer to their NB fashion brand. So our rule, nothing on the reference boards to resemble football marketing, from the sets, to the lighting. Everything was different. Apart from the full kit wan...arhem...players.
Win some, lose some.
Creative Team - Graham Cheal
Photographer - Madeleine Penfold
Lighting - Mark NolanRetouch
Retouch - Matt Brewin
Test shoot
Real deal
New Balance signed Bukayo Saka. Big news. What was even bigger news is that Aubameyang calls Saka "Little Chilli". Only he knows why.
Creative Team - Graham Cheal & Callum Tyler
Production - Chief
Director - Yoni Weisburg
Photographer - Madeleine Penfold
Every football fan knows that wearing your club’s shirt makes you part of the football family.
Family-style portraits set in mock family homes brought this insight to life.
Each set housed a number of club easter eggs, and was designed based on the club’s regional style.
Creative Team - Graham Cheal & Katie Davenport
Photographer - Madeleine Penfold
Lighting - Mark Nolan
Retouch - Matt Brewin
The 22/23 NB AS Roma kit draws inspiration from the Roman neoclassical movement.
Borrowing visuals from the movement, we photographed the players against fabric prints of neoclassical architecture, imitating paintings from the era.
Creative Team - Graham Cheal
Photographer - Madeleine Penfold
Lighting - Mark Nolan
Retouch - Matt Brewin
bottom of page