Everybody wants to belong somewhere and none more than football fans. Belonging to “your” team is everything to sports fans.

This has become the foundation for Iris’ campaign for adidas x Arsenal’s third kit, which is led by a film, This is family.

The film plays on the unifying power and popularity of Arsenal’s head coach, Mikel Arteta, building the whole film around him and his “team talk to the Arsenal family”, and builds pride in the “family” by showing its diverse and global range.

It also features women’s footballer of the year, Vivianne Miedema, and breakthrough academy talent, Bukayo Saka, who appears with his own real family. Arsenal legends, Kanu and Dennis Bergkamp, also support the message with cameos.

This is family was directed by Karim Huu Do and was shot entirely during lockdown.

Credits

Lead Strategic and Creative Agency: Iris

Creative Directors: Henry Scotland & Rachid Ahouiyek

Creative Team: Charlie Parker & Jonny Marsh

Strategist: Ben Milligan

Senior Account Director: Theo Jenkins

Senior Account Executive: Dyfed Thomas

Agency Producers: Nadia Black & Catharine Griffiths

Design Director: David Missen

Designer: Will Timney

Production Company: Object & Animal 

Director: Karim Huu Do 

Editing:  Elise Butt @ Trim

Post Production: Iain Murray  @ ETC

Audio Post Production: Ben Gulvin @ 750

Sound: Soundtree

Song: Luis Almau