VCCP Blue has given Cult Kits the cut-through drama of black humour for its first ever campaign and brand platform.

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The Shirt Matters campaign is a significant moment for the football fashion brand that curates one of the world’s leading collections of vintage football shirts. It is stepping into advertising for the first time to show that football shirts are more than just merch, but instead are loaded with identity, nostalgia, and cultural meaning.

The campaign, running globally on YouTube, Instagram and TikTok, targets adults who love football, fashion and film, and who see sport as part of a wider creative culture.

The hero commercial, Wiseguys, was written and directed by VCCP associate creative director, Paul Kocur, and produced by Girl&Bear Studios’ production team, with post-production handled by Girl&Bear Post. Every aspect of production was managed in-house.

The platform, The Shirt Matters’ is designed to reinforce Cult Kits’ unique position where football and wider popular culture come together. While competitors focus on kits as collectibles, Cult Kits explores how they act as personal and cultural artefacts, each one telling a story.

Paul Kocur commented, “As a creative, I’ve always wanted to direct. This was the perfect chance to collaborate with a brand I love, tell a smart story, and do it all on a shoestring. We wanted to create something that would stand out, entertain, and make people think differently about a football shirt. Cult Kits isn’t just selling jerseys – they’re curating culture. And we wanted the work to reflect that.”

David Jones and Robert Kocur, co-founders at Cult Kits, added, “We’ve always seen Cult Kits as more than just a place to buy football shirts. We’re about stories, style, and cultural crossover. This campaign shows how much a shirt can really mean – and does it in a way that’s smart, funny, and distinctly us.”

Olly Calverley, head of film and content and Ed Rosie, executive producer at Girl&Bear, stated,  “This is one of those brilliant projects that comes along every now and then, and we just couldn’t resist getting involved. It’s a great brand with a killer script, and with so much talent across Girl&Bear, we had everything we needed to make it happen – so we got stuck in and had a great time doing it.”

Credits:

Creative Agency: VCCP Blue
Production: Girl&Bear Studios
Post Production: Girl&Bear Post

Executive Producers: Ed Rosie & Charlotte Borrell 
Producer & 1st AD: Miriam Deas
Writer & Director: Paul Kocur
Director’s Assistant: Mark Singer

Production Manager & Stylist: Abi Cobley
Production Coordinator & Hair and Make up: Angeline Gill
Production Assistant & Props: Felix Borer
Sound Recordist & Design: Emily Vizard
Cinematographer: Ed Roe
1st AC: Ed Moore
2nd AC: Alex Deitsch
Camera Assistant: Sophie Davidson 
MCR: Alex Reid & Bevan Edwards
Post Producer & Editor (Offline & Online): Mark Singer 
Colourist: Syd Harvey 
Flame Artist: David Fayinka

Camera Kit: Genesis
Lighting Kit: John Letsinger