ComAve:
Where Fans Win
Where to start… ComAve is an eCommerce start-up trying to create a digital eco-system that pimps the fan experience and rewards fans for their support. Fans can shop, play games, collect loyalty points - then use those points to enter competitions to win club-related prizes money can’t buy (from signed merch to flying on the plane to an away game with the squad).
We developed the global idea of “Where Fans Win” and the creative ‘push for prizes’ execution - showing players from partner clubs pushing the ComAve button to unlock a world of winning off pitch. ComAve partnered with 8 European football clubs (Arsenal, AC Milan, Atletico Madrid, Lyon, Ajax, AS Roma, Palace & Bournemouth) and we activated sponsorship rights aimed at the clubs global fan bases.
It was a huge creative and production challenge - finding one templatable idea across all clubs, each with different rights; different player appearance numbers; some clubs with players appearing together, others separately; different shoot durations and locations and don’t get me started on AI Voice Overs….. etc.
AV
Here’s a flavour of the 50+ bits of AV created, each supporting a key sponsorship right.
Set in rich and distinctive club-colour worlds, athletes and/or archive footage playfully brought to life the prize themes.
With archive footage we brought a sense of lo-fi UCG, inviting the viewing fan to step into the ComAve world of winning.
Statics
Every single club sponsorship right received a static asset to promote it.
We leaned into club colours but brought consistency with bold playful typography
and a design system informed by the hexagonal ComAve logo.
Stickers
Tapping into club motifs and fan phrases/nicknames, we made a digital sticker pack for each club.
Social managers could apply them natively to assets on social platforms and fans could use them on UCG.
2024 // We Are Fearless
Concept & Creative Direction: Me
Art Direction: Elliot Wright
Design: Massimo Gangemi & Chloe Scott
Production: Ollie Tancock; Emily Mules; Hulya Corty & the Bullion gang (James, Pete, Ollie & Nicole.
ECD: Arch Sullivan