Threads


Threads, The Marketing Store - adidas - The Mill / adidas
With the UK in lockdown and no access to players, we took an innovative approach to launching the adidas 20/21 Manchester United home shirt.

We told the story of the shirt through the fabric itself; exploring the idea that a shirt is made up of much more than just threads. Every stitch is woven from historic moments and every shirt carries the weight of past defeats and glory within it.

Transforming real match footage into 3D woven characters, the film demonstrates that this is more than a jersey, it’s a tapestry of memories passed from one generation to the next.

The result was over 1m views in 7 days, and a reach of 40m.