Dominc O'Riordan


Alex Holden


NYCFC x Etihad




60sec TVC + Social Cutdowns

Production Company


Executive Producer

Darren Collins


Benedict Spence

We are thrilled to have collaborated with Milkmoney on this campaign film celebrating the global launch of the 2018 NYCFC away jersey, designed by adidas.

Directed by award winning director Dominic O’Riordan, this film explores how the jersey is more than a piece of cloth. More than the logos on the front. More than the home it represents.

We chronicle the journey of the jersey as it made its way from the Adidas headquarters manufacturer in Germany, to Abu Dhabi where the Etihad Airways logo was emblazoned with Arabic calligraphy, to the streets of New York City and eventually to the locker room with the players at Yankee Stadium.

Every step of the way, the jersey picks up meaning. The journey made possible by shirt sponsor Etihad, connecting Abu Dhabi to the world.

The look of this film is essential in capturing the imaginations of the audience. The main challenge for editor Alex Holden was how to incorporate 10 hours worth of footage from 3 locations into just 60 seconds to tell that story!

Despite the global locations the aim was to keep the feeling intimate, with the viewer having their own immersive experience. This is created by keeping the pace with a dramatic quick-cut montage of the journey of the jersey, interspersed with visual graphics and mixing beautiful epic framed wide shots with intricate macro photography of details.

Utilising the #EverywhereWeGo mantra that has been adopted by fans when NYCFC go on the road, the finished film is a look that is aspirational, cinematic, vibrant and full of authentic texture from across the globe.

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