Liverpool Football ClubAutumn Winter Collection 2019

To support a wider retail campaign for Liverpool Football Club’s leisurewear range, Zút were commissioned to shoot photography with players and models.

Since 2017, Zút have supported Liverpool Football Club in their drive to advertise their apparel and leisurewear ranges, contributing to year-on-year increases in sales. With each successive campaign, our aim has been to move away from typical football club souvenir advertising, moving more towards a fashion brand aesthetic.

For the 2019-20 campaign, our intention was to continue to develop the overall look, further establishing the apparel range as a true rival to fashion-oriented retailers on the high street.

Under the club’s brand theme for the season “This Means More”, we developed creative that showed off the apparel range modelled by players, presenting the imagery using dramatic lighting and backdrops to create a visually-striking style.

To give the photography a contemporary, gritty look, we shot in an unfurnished industrial warehouse environment, making use of the distinctive textures and architectural features of the location setting. Within this, we included a tube lighting rig in the shot, giving dramatic lighting and tone to the images and video.

To further support the campaign, we also developed artwork templates and campaign guidelines to assist LFC’s own design teams in creating consistent assets across the variety of the club’s channels.


  • Liverpool
    Liverpool Innovation Park,
    Digital Way,
    Liverpool L7 9NJ
  • Manchester
    6th Floor,
    51 Lever Street,
    Manchester M1 1FN
  • London
    3rd Floor,
    33 Finsbury Square,
    London EC2A 1AG

Tel: 0845 862 4445

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