Producing launch imagery for Liverpool F.C. is always a high-pressure environment where preparation, timing and trust are critical. Having worked with the club across multiple campaigns over several years, the objective for this shoot was to create a premium set of campaign images for the new men’s kit launch that could work seamlessly across stadium branding, digital marketing, retail, social media and wider global campaign rollout.
With limited time available to photograph the entire first-team squad alongside academy players, the production schedule needed to be tightly planned well in advance. In the weeks leading up to the shoot, I worked closely with the club’s design and marketing teams to finalise the visual direction, lighting references, shot list and overall feel of the campaign. When working at this scale, preparation is everything. Every setup, transition and player movement has to be considered before the shoot day begins.
The creative direction centred around producing imagery that felt powerful, sculpted and elevated while still retaining clean detail and colour accuracy throughout the kit itself. To achieve this, the lighting setup was built around Broncolor Para modifiers, chosen for their ability to create crisp, focused light with beautiful fall-off and depth. The Para system produces a quality of light that enhances texture and detail within the fabric while still maintaining shape and dimension across the players, helping the images feel premium and controlled rather than overly flat or commercial.
Alongside the Broncolor setup, the production also utilised Profoto Pro-11 packs with ProHeads — an incredibly reliable system for fast-paced commercial shoots where consistency, rapid recycling and speed are essential. With players moving quickly through set and very limited shooting windows available, the ability to work fluidly without interruption was a huge part of maintaining momentum and keeping the production running efficiently throughout the day.
The shoot itself involved a large collaborative team including stylists, hair and makeup artists, lighting assistants and digital technicians, all working together to keep the production moving at pace. Every frame was captured tethered directly into Capture One, managed live by my digital assistant, allowing instant review, colour consistency and immediate client feedback throughout the shoot.
Following delivery, the final imagery was rolled out across multiple campaign platforms including social media, marketing assets, retail promotion and large-scale installation across the façade of Anfield itself.
Projects at this level are built on consistency, trust and the ability to deliver under pressure, and it’s something I’ve continued to develop through an ongoing creative relationship with the club over a number of seasons.