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Castore 2026 - ECB Kit Launch
FA kit launch is one of the easiest briefs in sport to get wrong.
Reveal the shirt. Show the players. Trend for 48 hours. Move on.
The problem with that approach is it buys a moment. It doesn't earn one. And bought moments don't compound.
For the 2026 Castore × England & Wales Cricket Board launch, we built the campaign around a trading card world where every player felt collectable, every format had its own identity, and the shirt became the connector between fans and the people who make them believe.
3 shoots, one connected world. A full suite of social assets built from the same universe: the hero film, campaign stills, individual animated player cards, short-form vertical content bringing iconic moments to life, and supporting content to feed the full launch calendar.
The brief that earns long-term attention isn't "how do we show the kit?" It's "how do we make the kit mean something?" That distinction is the difference between content your audience forgets and an audience that stays.
Client - England & Wales Cricket Board & Castore
Agency - The Multiple Agency
Creative - George Leakey & Matt Farnworth
Production - Anthony Coyne, Nia Taylor-Aiken, Zoë Sonderskov
Cinematography - George Leakey
Art Direction - Joe Troman
Edit - Matt Ashmore & Luca di-Maio
VFX - George Barnes & Patrick McCaulsky-Martin
Design - Freddie Oldfield
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