Chelsea
We Burn Blue
Chelsea - love them or hate them there’s a confidence that drips through the club.
Chelsea FC teams up with creative studio Uncommon to bring new fire to one of the London club’s most anticipated seasons yet. Chelsea FC set Uncommon the brief to define a new brand narrative that captures the club’s iconic past, and brings Chelsea together under a shared ambition for the future. Coming to life in a new visual identity, today the world gets to see the first iteration from this creative partnership in the form of a campaign to launch the club’s new home kit.
Chelsea FC and Nike are thrilled to unveil the latest home kit for the upcoming season, featuring a bold new design that has never been seen before on a Chelsea shirt. A new era under men’s and women’s team head coaches Enzo Maresca and Sonia Bompastor brings with it new energy, new passion, and a new fire.
The centrepiece of the new home shirt is the vibrant blue colour, symbolising the hottest part of a flame, and the burning passion and determination of the Chelsea players and fans to succeed on and off the pitch.
The launch film starts on what appears to be a flickering blue flame in the distance — as the momentum builds, we pause on a player’s eyeline — we see their unwavering intent on the season ahead.
As the track warps, figures flurry on screen, a player dons the new shirt — we then cut to a mesmerising shot of Chelsea’s iconic red rose smouldering in the darkness — signalling a new beginning for the club.
As the track drops the blue flame returns this time with more ferocity. Every player begins to burn blue as their passion for the game spreads like wildfire.
For the soundtrack, Uncommon worked with London-based producer and DJ, Joy Orbison, to create a bespoke edit of his seminal track Flight FM — the biggest underground track of the year.
Chelsea FC teams up with creative studio Uncommon to bring new fire to one of the London club’s most anticipated seasons yet. Chelsea FC set Uncommon the brief to define a new brand narrative that captures the club’s iconic past, and brings Chelsea together under a shared ambition for the future. Coming to life in a new visual identity, today the world gets to see the first iteration from this creative partnership in the form of a campaign to launch the club’s new home kit.
Chelsea FC and Nike are thrilled to unveil the latest home kit for the upcoming season, featuring a bold new design that has never been seen before on a Chelsea shirt. A new era under men’s and women’s team head coaches Enzo Maresca and Sonia Bompastor brings with it new energy, new passion, and a new fire.
The centrepiece of the new home shirt is the vibrant blue colour, symbolising the hottest part of a flame, and the burning passion and determination of the Chelsea players and fans to succeed on and off the pitch.
The launch film starts on what appears to be a flickering blue flame in the distance — as the momentum builds, we pause on a player’s eyeline — we see their unwavering intent on the season ahead.
As the track warps, figures flurry on screen, a player dons the new shirt — we then cut to a mesmerising shot of Chelsea’s iconic red rose smouldering in the darkness — signalling a new beginning for the club.
As the track drops the blue flame returns this time with more ferocity. Every player begins to burn blue as their passion for the game spreads like wildfire.
For the soundtrack, Uncommon worked with London-based producer and DJ, Joy Orbison, to create a bespoke edit of his seminal track Flight FM — the biggest underground track of the year.
Launch film
The new campaign also teases a new visual identity for the club designed by Uncommon.
Throughout the film, outdoor and social assets we see ‘CFC LDN’ — a new icon that cements Chelsea as London’s true club.
This new visual identity will continue to come to life across the club, stadium and players throughout the season. Stay tuned later this year.
OOH
XXXXXX
XXXXXX
Agency - Uncommon Creative Studios
ECD - Benny Everitt
Creative Director - Cal Al Jorani
Designer Director - Matt Curtis
Designer - Brendan Dennis
Founder - Nils Leonard
Director / Photographer - Thomas Van Kristen
Photographer - Charlie Birch
ECD - Benny Everitt
Creative Director - Cal Al Jorani
Designer Director - Matt Curtis
Designer - Brendan Dennis
Founder - Nils Leonard
Director / Photographer - Thomas Van Kristen
Photographer - Charlie Birch