Raised in red. Postcards from North London.
Every club campaign sells the squad. This one looks the other way, at the people who were there long before any of them signed.
Independent concept. Self-initiated work, not commissioned by, affiliated with or endorsed by Arsenal, and not affiliated with any person depicted.
Clubs sell the players. The club is the people.
Built for the week a title lands in N5.
Football marketing is almost entirely squad photography: eleven men, a new kit, a stadium at golden hour. It is fine, and it is the same everywhere, because the players change and the format does not.
The supporters do not change. So the campaign is a set of postcards from the postcode instead: a nan in a home shirt, a cab driver who has dressed the whole cab, a bedroom wallpapered in it, a street party, a corner shop, a bus with two scarves and nobody sitting in the seats.
Nobody here is famous.
The postcode is the art direction.
Whether generated work can hold specific.
This is the hardest thing to ask of the technology. Generic is easy: a stadium, a crowd, a scarf held up. What is hard is the texture of one actual place, where the shop fronts, the bus livery, the trestle tables and the particular way a nan wears a shirt over a cardigan all have to be right, because anyone from there will know instantly if they are not.
Culturally aware, reactive work is the last thing most people expect this technology to do well. That was the point of trying it.
Self-initiated concept work. Not commissioned by, affiliated with or endorsed by Arsenal Football Club, and not affiliated with any person depicted or referenced.
