LUKE 1977 x Aston Villa ‘Collaboration Reveal’
Branded Film
Director: Sai Smith
Produced by: Illuminated Pixel
Content Type: Branded collaboration reveal film
Objective:
Launch the LUKE x Aston Villa apparel collaboration
Highlight LUKE’s new collection in a narrative-driven format
Celebrate Birmingham heritage and shared brand values
Deliver content for social media, digital campaigns, and stadium screens
Create an emotional connection between the brand and its local audience
What We Did:
To mark the launch of the LUKE 1977 x Aston Villa collaboration, we crafted a cinematic reveal film that blends fashion, football, and Birmingham pride into a single, powerful narrative. The story follows LUKE founder Luke Roper from sketching designs at the brand’s head office, to the flagship store in the Bullring, and finally to the heart of Villa Park.
In the changing rooms, garments from the new LUKE collection hang with reverence, bridging the worlds of tailoring and team spirit. The film culminates with Luke standing alone on the pitch, facing the iconic Holte End—a moment that captures both personal pride and collective identity. Designed for social media and in-stadium display, the film also supported the official collaboration announcements across digital platforms.
A Birmingham-Born Collaboration
Production Approach:
Narrative-led concept following Luke Roper’s journey
Filming at LUKE HQ, Bullring flagship store, and Villa Park
Cinematic visuals paired with a music-driven edit
Visual storytelling that bridges fashion, sport, and identity
Deliverables:
Hero reveal film for social and LED stadium display
Teaser edits and stills for campaign rollout
Supporting assets for digital announcements
Outcome:
Strong engagement across LUKE and Aston Villa platforms
Elevated campaign visibility through in-stadium and online exposure
A bold, emotionally resonant film that celebrates local pride
