Fantasy League ads

Thought I might share some behind the scenes shots of a recent project I worked on for CHI & Partners. The ‘Loyalties tested’ campaign for pokes fun at the idea of fantasy football whereby, if you’re really into it, you’ll find yourself cheering for players from other teams.

Creative team Matt and Wayne ( came up with the idea of adding apologetic caveats to football chants and asked me if I could come up with a way of representing this. Thinking back to my own experiences at matches I remembered fondly seeing huge guys with messages daubed across their chests and backs and thought this might be a nice way to get the idea across. 

Photography by Conor Masterson.