Magical City Christmas

Manchester City FC Magical City Christmas

2020 was our sixth year working with the club on its Christmas campaign and unsurprisingly, given the year, we had to do things a little differently.


  • Sport
  • Consumer



  • Art Direction
  • Brand Campaign
  • CGI / Animation
  • Creative Copywriting
  • Studio Photography

The idea

The campaign needed to lift spirits with festive humour and enthusiasm, but we also had to focus on what could be achieved in post-production with flexibility of creative assets being key.

Our positioning was simple.

On the pitch, Manchester City players are magicians. Christmas is magical and should feel that way, despite what may have happened this year.

Together, it’s a magical combination. A Magical City Christmas.

The Delivery

The players were photographed by the club’s resident photographer in dynamic magician-like poses, wearing a selection of MCFC Christmas jumpers and Onesies against a plain blue backdrop.

Products were photographed separately afterwards in Absolute’s in-house studio and added in during post-production, along with Christmas graphics and bursts of light – to give a magical Christmas feel.

The campaign ran across Manchester City Football Club’s online shop and social media. Unlike previous years, it didn’t appear in store. Another impact of the Covid-19 pandemic.

Well received by Manchester City and by fans on social media, the campaign was in keeping with the club’s brand which firmly focuses on the talent of its players, but doesn’t take itself too seriously either. A winning combination on and off the pitch!