The task:
To create a season long message for Chelsea Women, one that feels bold, shareable, and future focused. It had to work across merch, match day announcements, ticketing, and more, visually striking, but anchored to a slogan which hits those emotional touch points as a football fan
The line doesn’t predict, it declares. ‘The Future Was Always Blue’ speaks with certainty, not hope. It’s bold but graceful, rooted in legacy and driven by destiny. The past proves it, the present owns it, and the future already belongs to Chelsea. It’s more than a slogan, it’s a statement of inevitability.
These visuals weren’t found, they were built.
Every image was crafted from scratch using AI and a clear creative vision, refined through countless prompts and failed versions. Like a one person studio, I acted as art director, cinematographer, and storyteller, focusing not on product, but on feeling.
The atmosphere, the tension, the emotional weight of football, that’s what I set out to capture. And every shot was designed to tell that story.
