Coca-Cola and VML invited James Pearson Howes and Matt Russell to capture moments of intense passion, togetherness and celebration for the Premier League.

Real, unfiltered, and relatable to fans around the globe, Coca Cola wanted a Documentary Realism-style campaign with natural lighting and authentic photography, full of raw and gritty character that embodies everything Premier League and its fans are about.

“At the core of my work is human connection, the ability to build trust and bring out the best in the people I photograph. Being a genuine football fan, I already had that common ground before anyone walked on set and knew the feeling we were chasing. We played the cast real match footage on the day and let them live it. It’s hard to force that reaction. You just have to build the right conditions and then let it play out"

James Pearson-Howes

“James had built something with real energy and emotion, and my role was to make the product feel like it belonged inside that world. So I was focusing on giving the product its own sense of that same energy, as if it was also caught in the moment and feeling that emotion. It was a lot of technical work for it to be loose enough to feel alive and controlled enough to feel intentional.”

Matt Russell

Credits:

Client - Coca-Cola
Creative Strategy Director - Justin Martin
Senior Manager - Marketing, Director - Ellie D'Silva

Agency - VML
CCO - Simon Lloyd
Creative Director - Ross Hanson
Creatives - Ryan Tims, Shannon Coast
Business Director - Alex Moore
Executive Producer - Rick Carter

Photographer & Director (Lifestyle) - James Pearson-Howes
Photographer (Product) - Matt Russell
Photographers Agent - Madeleine Penny, At Trayler
Executive Producer - Kay Edwards
Producer - Louise Ellingham
Production Manager / Locations - Emily Dessi-Makin
Runner - Cairo Nevitt
1st Lighting Assistant - James Donovan
2nd Lighting Assistant - Sasha Vanner
3rd Lighting Assistant - Kat Valahova
Digital Operator - Liam Aylott
DOP - Cordelia Lawler
1st AC - Jamie Oliver Lai
Drinks Stylists - Tom Wooward, Ed Kellow
Drinks Stylist Assistant - Jasmin Derham
Props Stylist - Maria Francolini
Wardrobe Stylist - Holly Macdonald
Wardrobe Assistants - Sinead Gorey, Mh'ya Mclean
Junior Wardrobe Assistant - Katie Wynne
MUA - Mary-Jane Gotidoc
MUA Assistant - Maya Di Lalla
Grip VFX Supervisor - William Martins

Cast & Talent:
Aramis Pellow
Junior ENongene
Abi-Liz King
Brogan Brooks
Elliot McMillan
Furhaan Naeem
Demitchi Obi
Gregor Copeland
Louis Jordan
Alex Guo