THE CHALLENGE
To launch England Cricket’s new 26/27 Castore kit range for training, T20, ODI and Test cricket across the Men’s, Women’s and Mixed Disability teams.
Three kit types. A social-first rollout built to live across channels and formats, not just one film.
Cricket moves quickly. More formats. More changing line-ups.
Moments feel fleeting and connection can feel diluted.
The task was to make the shirt the constant in a moving game.
The connector between fans, players, formats and the moments they care about most.
THE IDEA
Players are known for their traits. Joe Root’s mic bat drop. Buttler’s six and salute. Stokes', arms aloft.
Fans are drawn to player personality, swagger and the sense that they could make something brilliant happen at any moment.
These are the player's signatures.
Trading cards gave us the right device, they could work across any player, discipline or format - seamlessly bridging Test, ODI, T20, and Training kits.
The T20 kit was based on the classic design from '04/05, as trading cards from that era were prominent and collectable. The nostalgic, collectable value translates perfectly to the prestige of Test whites, the dynamic ODI gear, and the behind-the-scenes grit of Training wear.
They could hero players , and carry and translate what we captured in a single shoot day with each player into the full campaign film.
"All In" gave it a name. A line that worked for the card world and the trading game, but also looked forward .
Fans in. Ready for the summer that awaits.
THE WORK
Players are only available on international content days. That shaped everything.
Two setups simultaneously . Green screen for each player’s signature action, now live inside their card.
A separate rig for supporting content. Every squad. One day.
The studio shoot followed. White cove, lit entirely in a shade of ECB blue. Props painted to match. A boombox and flip phone on set, keeping the cast in the early 2000s world that Castore was inspired by when developing the T20 kit.
Physical player cards built as props for the cast and for Darren Gough, the England legend who brought surprise, humour and genuine iconic vibes. Tracking cards positioned in each shot so every player action could be dropped cleanly into the cards in the edit.
Three shoots. One connected world. Hero film , campaign stills, animated player cards and short-form vertical content across every squad and format.
IN CLOSING
Castore’s response? It was fun, playful, and it brought out each player’s personality in a way people actually remember.
It wasn't just a good launch, but a campaign that gave the shirt a reason to matter.
This hero piece was also supported by shorter cutdowns for social, featuring behind the scenes on the shoot day and the players reacting to themselves appearing on the trading cards!
