I had the pleasure of leading the creative for Swindon Town’s 25/26 season ticket campaign, from early ideation through to scripting, creative direction, and design. The result was Every Seat Holds a Story, a fan-first concept that celebrates the deep emotional connection supporters have with their seat at the County Ground.

For many fans, a season ticket isn’t just about watching football. It’s about the people they sit with, the view they’ve claimed as their own, and the memories made in that exact spot, moments of heartbreak, triumph, and tradition passed through generations. My aim was to tap into that sentiment and reinforce the idea that buying a season ticket is about more than just the matches, it’s about securing your place in the club’s story.

The campaign launched with a powerful video that brings this idea to life, blending real fan stories, club legends, and emotive visuals to show that every seat carries meaning. I developed the script and creative direction for the film, which was beautifully executed by OTTR Works with narration from Swindon icons Don Rogers and John Trollope.

Alongside the video, I designed a suite of static campaign assets. Visually, I leaned into a scrapbook-style aesthetic to further humanise the message — using custom typography, hand-drawn elements, and subtle nods to chants, legends, and seat numbers to evoke personal memories and nostalgia. The design reflects the generational nature of football fandom, honouring both tradition and the future of the club.

This was a quick-turnaround but deeply impactful project that led to record breaking sales.