With Suggs as a cult hero and timeless thread in Chelsea’s cultural fabric, the creative ambition was to connect the iconic Madness track with the youthful, audacious energy that defines the club today. Our mission was clear: reintroduce a classic to a new generation. Working with director Jake Erland, we built micro-narratives into every scene, told through the eyes of the fan - to reflect the pioneering spirit of Chelsea and the cosmopolitan heartbeat of London.