LFC Retail needed a photography campaign to help market their Heritage Collection, an exclusive fashion line inspired by moments from LFC’s iconic history.
The clothing collection was rooted in celebrating the moments and possibilities which every match day has brought fans over the years. To create this narrative throughout the campaign we chose to locate the shoot in an urban environment of warehouses and housing estates, to create a visual sense of a developing Liverpool in the 80s-90s, where possibilities were to be explored.
Using this space allowed our team to play with movement and capture more dynamic image than a simple product shot.
Our colour treatment for the shoot was inspired by photographs captured by fans’ imagery from over the years. Incorporating hints of the colouring elevated the content to reflect the clothing line’s name.
All the models featured in the shoot were up and coming in the Liverpool music scene, in keeping with the music theme running through the year’s campaigns.
The campaign generated a huge range of assets that captured the heritage of LFC, all keeping the styling on trend, with a retro twist. The assets have been used across LFC Retail’s social media channels, website, and PR purposes.
Take a look at a few of the stills below