When Chelsea FC dropped their 2024/25 home kit with a campaign that blurred the lines between fashion, music, and football, it wasn’t just a shirt launch – it was a cultural statement. At the heart of the creative was independent agency TILL DAWN, led by founder and executive creative director Craig Stronach, Ben Wrigglesworth and Ellie Farrer. Working in collaboration with Chelsea FC and culture studio ICONIC, the campaign redefined what a modern football launch can look like, sound like, and feel like.
A Concept Born in the Capital
The campaign’s central message – “London, It’s Our House” – wasn’t plucked from thin air. It stemmed from Chelsea’s own CFCLDN, developed the previous year to represent the club through the lens of London’s cultural identity.
“At the core of this brief was how we represent Chelsea, through the fabric of London but exported with a sense of audacity and authenticity, to connect with their fanbase globally,” explains Stronach.
The creative team honed in on a concept that merged emotion and tribalism, capturing how a Chelsea fan feels synced to the rhythms of the city. That emotion was brought to life by the unmistakable sounds of Madness – and their track Our House – fronted by lifelong Blue, Suggs.
“With lead singer Suggs, a lifelong Chelsea icon and a figure who bridges generations – it quickly became clear that this track embodied the pride, passion, and heritage fans connect with,” Stronach says. “As the idea evolved, its emotional depth and cultural relevance only grew stronger, making it the perfect foundation for the campaign.”
Photography by @elliothensfordBuilding a Cross-Cultural Ecosystem
Modern football culture is no longer confined to the pitch. From the jump, the Till Dawn team wanted to reflect that shift, bringing together music, fashion, and sport in a way that felt authentic, not forced.
“This was always about celebrating the cultural ecosystem that surrounds football,” Stronach explains. “Today, football is deeply embedded in culture, overlapping with adjacent passions like music, fashion, gaming, and lifestyle. Any campaign aiming to be culturally authentic needs to reflect that.”
That approach was supercharged by ICONIC and founder James Kirkham’s experience navigating crowded cultural territory. The result: a campaign that was joyous, positive, and deliberately distanced from the gritty, urban aesthetic many brands default to when trying to represent London.
Casting Culture, Not Just Talent
The hero video for the launch starred players like Sam Kerr and Cole Palmer, but also featured stars from across the city’s cultural map – including Central Cee, Suggs, Ife from Ezra Collective, and talent like Kelvyn Quagraine and Mayowa Quadri.
“We worked with the club to identify the players and talent that we wanted in the film,” says Stronach. “Players were managed by CFC, who also had relationships with Suggs and Central Cee. We brought in some additional talent like Kelvyn and Mayowa who Ellie [Farrer, Client Director and Agency Producer] has a relationship with… we slid into a few DMs like with Ife (Ezra Collective).”
Photography by @elliothensfordBehind the scenes, logistics were a challenge – not just in coordinating talent, but also in protecting embargoed products while filming out on London’s open streets.
“Our greatest challenges were pushing the creative boundaries within the streets of London, while maintaining a locked off environment,” Stronach shares. “Park Pictures ran an incredibly tight ship… we worked on a schedule and a system that allowed us to be in a few places at once across video and stills.”
A Chelsea Story, Scene by Scene
To make every frame feel unmistakably Chelsea, the agency teamed up with director Jake Erland – a lifelong fan himself. Locations were handpicked, visual cues carefully considered, and subtle easter eggs embedded throughout.
“While our initial creative had depth and detail, it was the collaborative process with Jake that truly elevated the work,” says Stronach. “Each scene and moment was crafted in close collaboration with our director… packed with easter eggs, we set out to create a piece that excited the masses, made rival fans jealous and locked in the proper Chels.”
The cameos were far more than surface-level nods. Whether it was David Luiz’s portrait in a barber shop or a reference to Thomas Tuchel’s iconic handshake, the small details offered deep resonance for diehard supporters.
“These are the moments that would catch the eye of a rival football fan, but establish a tangible connection with the proper Chels fans,” Stronach says. “The process of developing these throughout bought so much joy and humour both internally and with client.”
Photography by @elliothensfordFrom London to the World
In just 24 hours, the campaign clocked up:
- 20 million video views
- 2.6 million engagements
- 26 million impressions
But for Stronach, success went far beyond numbers.
“For us, the real validation came from the stitch and response videos created by real Chelsea fans. They were a testament to the work,” he says. “We saw a wave of positive feedback from authentic voices within the fanbase – people who connected with the scenes we crafted, the narrative we shaped, and the way we represented London culture.”
One moment stood out above all: watching a nostalgic 1980s track spark something entirely new in a younger generation of Chelsea fans.
“The breadth of young fans who connected with the film was the validating factor… that we could take such a nostalgic and iconic track from the 80s and connect it with a new audience.”
Photography by @elliothensfordLessons in Collaboration
With so many moving parts – from brands to agencies, production to post – trust and transparency became the foundation of the campaign.
“Collaboration, transparency, and strong communication formed the foundation for working effectively and efficiently throughout the project,” Stronach reflects. “That synergy helped foster a trusting, collaborative relationship with Chelsea FC.”
Two and a half months. A London anthem. Millions of views. A team of creators who clearly love the club as much as its fans do.
If this campaign proved anything, it’s that when football brands embrace the full cultural force surrounding the game – and tell those stories with authenticity – they can turn a kit launch into a cultural moment.
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