The campaign was created to promote Umbro’s Velocita and Tocco ranges of boots based around the central idea of humiliating your opponent ‘Seee Yaaa’. Using instantly recognisable street football slang for a messaging framework, we developed a visual style that put the boots at the centre with a frantic defender POV video style. Each of the boot silos had its own campaign video, stills image bank, messaging and an abstract image/video as an end plate. The campaign delivered record social media responses for Umbro boot campaigns.