ABOUT

This film marks the release of the Arsenal F.C. 2018/19 Kit (Home, Away and Third).

In a moment of global division, football can connect people – suddenly we are wearing the same club Jersey, we have something in common, we’re together for the same club.

London is arguably the most multicultural city in the world – 300+ languages are estimated to be spoken in its schools. With that in mind we created a campaign which showcases the diversity of the Arsenal fan base by simply using the phrase “I AM THE ARSENAL” in several of the languages spoken by the fans.

“We shot the film using 5 different types of cameras. Alexa Mini and RED Helium using Anamorphic lenses, 16mm film, 8mm film and an old Hi8 handy-cam. Our aim was to bring into the film the multi capture world we live in today. We are bombarded by images nowadays, each being captured by a different device, with a different filter on and this creates a collage type of aesthetic that we find incredibly interesting and is so telling of our times. This aesthetic also brings a self generated feel, a raw energy where the audience doesn’t know what to expect from the next shot". – Directors Pedro & James

Client: Puma
Creative: Knas Creative
Director: Pedro and James
DOP: David Wright
Production: Autobahn Productions and Falcagram
Producer: Ignasi Surroca and Thais Altman
1st AD: Caspar Campbell
1st AC: Thomas Nicholson
2nd AC: Chris Punk Rogers
Camera Trainee: Sammy Johnson
DIT: Oliver Martin
VTR: Nat Valente
VTR Ass: Ryan Match
Sound Recordist: Pasha
Choreographer: Ryan Lee
Gaffer: Lee Parfitt
Spark: Dury Burdis
Driver/Electrician: John Forsyth
Driver/Electrician: Dax Sharkey
Line Producer: Nick Hale
Production Manager: Amanda Jenkins
Production Ass: Matilda Denny
Unit/Location Ass: Kyle Stevenson
Runner: Liam Green
Runner: Charlie Havord
Runner: Craig Souter
Runner: Guy Darby
Hair & Make up: Robyn Knight
Hair & Make up Ass: Victoria Poland
Styling: Mim Quin Harkin
Stylist Ass: Tess Faria
Stylist Ass: Phil Coldwell
Post Production Manager: Simon Marriot
Editor: Horia Ionescu
Editor: Salim Adam
Editor: Alison Somerville
Editor: Chris McKay @Cut&Run
Grade: Joseph Bicknel @Cheat
Sound design and Mix: Martin @SoundNode