Growing fandoms and fostering community

Our work launching Arsenal's 24/25 Home Kit - and the return of the iconic cannon.

The cannon symbol belongs to every Gooner, so we brought it to life in partnership with 13 of the best film-makers and photographers from Arsenal's supporter community. A true team effort, we coordinated 15 shoots across 19 locations, and captured over 137 cannons around the world.

All to cement Arsenal's position as the most progressive and forward-thinking football club in the Premier League.