NOT YOUR TYPICAL CITY
Typical City was once shorthand for expecting the unexpected – usually not in a good way. For the launch of the 26/27 Home Kit, we turned the old punchline on its head, using the kit’s sky-blue gradient to tell a story about how far the club had come and how much further it wanted to go.
I wrote the product and marketing narratives and came up with the campaign headline, which even made it onto the shirt. From there, I took the idea across retail, ecom, social, and OOH, and co-wrote the launch film. It got around.
