A global retail campaign powered by rhythm, culture, and passion.

Liverpool FC tasked us with creating a global retail campaign that resonates with Gen Z. Understanding their desires, needs, and digital habits was crucial. Our challenge was to move beyond traditional retail marketing and create a concept that speaks directly to this audience; one that is immersive, culturally relevant, and emotionally engaging. We needed to develop a campaign that taps into the collective spirit of LFC fans while staying fresh, dynamic, and aligned with Gen Z’s fast-evolving interests.

We explored the concept of tribalism and its influence on youth culture, particularly how it unites Liverpool FC fans worldwide. Regardless of background, passion for LFC creates an unbreakable bond, a shared rhythm that connects individuals through music, art, urban culture, and collaboration.

This pulse, this frequency, it’s what defines the essence of being an LFC fan. It’s more than football; it’s a lifestyle, a movement, and a powerful force that transcends from one fan to another.

Red Frequency embodies a movement where heritage collides with innovation, where essentials meet performance, and where style seamlessly integrates into everyday culture.

By aligning the campaign with the concept of frequency, we enable LFC to communicate in a fresh yet familiar way, one that evolves and adapts while maintaining a strong, unified identity. The creative execution leverages a dynamic and ever-changing graphical element, symbolising the beat that unites fans across the globe.

Art directed, produced, photographed, filmed, and edited entirely in-house at our studio, the campaign delivers a comprehensive suite of content, including video, photography, and digital assets. The result? A bold, dynamic showcase of the Spring/Summer range that not only inspires but strengthens the deep connection between LFC and its global fanbase.