Since launching, Arsenal State of Mind – the mixed-media campaign directed by Fx Goby and starring model, actress Adwoa Aboah – has been making waves.

Speaking with Creative Review, Fx discusses the creative thinking behind the film, explaining why the team chose to celebrate the culture surrounding Arsenal rather than football itself: “Instead of focusing on the game itself, we wanted to celebrate everything that makes Arsenal what it is… above all its supporters. They’re the soul of the club, and without them none of it exists.” The feature also explores how illustration, animation and live action came together to create a visual language rooted in North London and the club’s community.

Fx joined Josh James and Gianluca Freschi on Arsenal’s The Dispatch podcast to discuss the making of the film. The conversation explores how Arsenal State of Mind was brought to life by a small team of fanatical Arsenal supporters, with personal memories, local knowledge and genuine fandom shaping everything from the story and locations to the smallest visual details. It’s a fascinating behind-the-scenes look at the creative process and the passion that powered the production.

Adwoa also got the chance to speak to Elle UK about her lifelong connection to Arsenal and what made fronting the campaign such a natural fit. As she put it: “For me, I’m London through and through. It’s just home. So to be part of a campaign like this is just another way in which I can show my love for the city.” It’s a sentiment that perfectly echoes the campaign’s celebration of the people, places and shared spirit that define Arsenal.

Alongside features in LBB and Stash it’s been fantastic to see Arsenal State of Mind celebrated across both creative and consumer press.

Explore the full project.