I love the creativity and attention to detail that goes into kit launch films. The subtle elements you can layer into the background, the Easter eggs that only the hardcore fans will pick up on, also offer a sense of discovery to the fans who want to know more. Having collaborated with many global franchises, such as Harry Potter, DC Comics, Lego, and Game of Thrones (to name a few), and being a lifelong West Ham fan since the 80s, you appreciate the obsessive behaviour that fans develop over time, you recognise what fandom truly is. In football terms, it’s a tribal instinct that has often been handed down through generations. Fans are a fiercely loyal breed and will analyse everything. Entertainment brands are no different; Harry Potter fans, a generation on, educate their kids with the rich tapestry that JKR created for them to enjoy. The Devils in the Detail and a club like West Ham United have over 125 years of historical details. All fans like to flex their knowledge and experiences of the club they love. It’s why we worship the people, the teams, and their craft. I aimed to infuse every frame with something special, and we pretty much achieved it. Right from the start, we feature a claret and blue Lambretta, courtesy of Andy and Paul from Romford Scooter Club, with the WHU 65C number plate, a nod to the 1965 European Cup winning kit we are celebrating. We shot it in the iconic E.Pellicci Cafe on Bethnal Green Road; Tony Way, our excellent chef, touches a framed and signed picture of Brian Dear, who played in that cup final and features in this film, reading the paper. The waitress is none other than Roberta Moore, daughter of Bobby, who also captained that final. As Roberta turns on the radio, you can see a copy of vintage sheet music for I’m Forever Blowing Bubbles. As the players and the band walk in, you can spot a 1965 semi-final programme (against Real Zaragoza) fixed to the coffee machine. The list goes on… If you know, you know. It’s all about the storytelling. #kitlaunch #fandom
WEAR THE GREATNESS. This week, we had the pleasure of launching FC's new home kit for the 2024/25 Season. West Ham United FC’s 2024/25 Home Kit launch is inspired by the Kit's design, which replicates the 1965 European Cup Winners Cup Final Kit. This scene is set in 1965 in the East London institution that is E.Pellicci Cafe. Our players are getting together the day after that historic win. The cinematic launch film features cameos from some of the Club's well-known supporters, including film and TV stars Hero Fiennes Tiffin, Tony Way and Harry Collett alongside 1965 Cup Winners' Cup-winning legend Brian Dear and Roberta Moore, daughter of the late, great West Ham and England captain Bobby Moore, who lifted the trophy at Wembley six decades ago. It also brings together modern-day stars like Mohammed Kudus, Jarrod Bowen (looking super cool on his Claret and Blue Lambretta wearing a 60s Mod-Parka) and prospect George Earthy. A specially commissioned soundtrack from Essex band—The Rifles- was mastered at the iconic Abbey Road Studios. Hammers fan and lead singer Joel Stoker was so enamoured with the instrumental version that he wrote lyrics and recorded the track 'Sweet Euphoria' with the band to be released as a single in conjunction with the new Home Kit. It was shot in E.Pellicci – the best-preserved old school café in Bethnal Green, right in West Ham United's East End heartland. Special shout out to Anna and Nev! West Ham fans will notice the small details and easter eggs that pepper the film throughout. This bold Kit celebrates the memories of our past triumphs, all while showing the determination, spirit and style of the teams which won the FA Cup and European Cup Winners' Cup in consecutive seasons, along with playing a pivotal role in England's 1966 World Cup-winning campaign, paved the way for the Club as it is today. The film we made has gone down very well with West Ham fans, and the shirts are selling fast. It takes a strong crew to make this happen, and we are blessed to work with such creative talent, led by our CCO and lifelong Hammer fan Neil Felton. West Ham United Footballers: Jarrod Bowen, Mohammed Kudus, James Ward-Prowse, Dinos Mavropanos, Alphonse Areola, Anouk Denton, Emma Harries, George Earthy, Lewis Orford. Credits: Creative Director: Neil Felton Director: Marc Sethi Producer: Jonathan Sidwell Executive Producer: Neil Felton DOP: Thomas Hole
Love it mate! Fantastic work
It’s perfect! 👏👏👏👏🙌🙌🙌
Lovely work Neil. The hammers kit is looking great.
Creative Director, Brand Consultant
3wThis is so great Neil Felton Well done to you and the team. Also fancy spotting Roberta in there ❤️