To launch the Aston Villa and New Era 25/26 headwear range, we took the product to the spaces where Villa fans go on match days. Leaning into Villa culture to build an instant, authentic connection with fans, showcasing what gives B6 its unique character – from urban environments to the classic red brick architecture of Villa Park.

We cast models who felt relevant, expressive and local, then shot them in the places that make up a typical match-day. From under the expressway, to social clubs and local precincts to the steps of the iconic Holte End. Cutting between locations with whip pans, slow‑shutter drags and stylised pans. Close‑ups of the caps’ crest details transition into shots of the product worn on location. Handheld footage of brickwork, street signs and the textures of Aston builds the narrative. It’s the rhythm of a match-day, shifting between the personal and the collective, always returning to the badge.

The result is a campaign that doesn’t just show a range of caps, it tells a story. For Villa fans, it’s headwear that wears as proudly as the shirt and a collaboration that feels right at home. 

Overview

• Photography
• Video
• Location Scouting
• Styling