Arsenal State of Mind campaign film
Arsenal State of Mind campaign film
The London-based French filmmaker has teamed up with Nexus Studios and actor Adwoa Aboah to create a vibrant tribute to the club’s fans
Football kit launches have evolved in recent years to become major creative events, with clubs increasingly using films, fashion collabs and celebrity talent to sprinkle their new season releases with cultural relevance. Arsenal’s latest effort continues that trend, but instead of only foregrounding star players or depicting match-day drama, the campaign film, titled Arsenal State of Mind, explores the everyday rituals and local landmarks that define Arsenal fandom.
Directed by Fx Goby and produced by Nexus Studios, the hybrid live-action/2D animated film follows model and actor Adwoa Aboah as she skips a long post office queue and goes on a vibrant waltz through the streets of north London. Decked out in Arsenal’s 26/27 third kit, she interacts with players and fellow fans in an increasingly dreamlike scenario, culminating in her floating on a familiar-looking cloud above Emirates Stadium.
For Goby, animation was essential to expressing that emotional journey while keeping the film rooted in reality. “I chose to create a hybrid animated film to give the Arsenal State of Mind a distinctive visual language,” he says. “The idea is about shifting perspective and finding joy in everyday life, and animation allowed us to elevate reality without losing its authenticity.”
As evidenced by the behind-the-scenes material below, Goby looked to hand-drawn editorial illustration and sketchbooks for inspiration. “I deliberately embraced a warm, sketchy, hand-drawn style to keep the film human and tactile,” he explains. “Everything is rooted in real places and made by hand, because Arsenal is nothing without its supporters. That sense of craft and human connection became the foundation of the film.”
Arsenal State of Mind campaign film
All images: Arsenal / Nexus Studios
Arsenal State of Mind campaign film
Arsenal State of Mind campaign film
The new Adidas third kit informed the look of the film, with Goby and the team developing a restrained colour palette that allowed the shirt’s golden yellow – a colour the club say is closely associated with some of the most memorable chapters in its history – to become the visual anchor, subtly bathing the surrounding world in warm summer tones.
Aboah’s animated counterpart was created by art director Callum Strachan, whose early sketches immediately captured her distinctive features. “She’s a superstar with iconic features,” says Goby. “It was so exciting getting to work with her and make an animated version of her.”
Arsenal State of Mind campaign film process shot
Arsenal State of Mind campaign film process shot
The production also drew directly from Arsenal’s fanbase. According to Goby, every member of the cast and crew was an Arsenal supporter, adding an extra layer of authenticity to a shoot that took place the day after the club secured the Premier League title. “Everyone on the shoot was tired and elated,” he recalls.
The film is packed with references that supporters are likely to recognise, from Hornsey Road and Emirates Stadium to local institutions including JussJerk, the Hope Café and legendary bowling alley Rowans. Goby hints that there are also a number of familiar faces and other Easter eggs hidden among the animated details.
For him, though, the decision to focus on the culture surrounding Arsenal rather than football itself was the creative heart of the project. “Football is one of the most photographed and filmed sports in advertising, so it’s increasingly difficult to say something new without repeating what’s come before,” he says.
“Instead of focusing on the game itself, we wanted to celebrate everything that makes Arsenal what it is: the men’s and women’s teams, the streets around the Emirates, the local community, the club’s history, its past and present icons, and above all its supporters. They’re the soul of the club, and without them none of it exists.”