Premier League x Guinness
The Brief
When the Premier League partnered with Guinness as its Official Beer, MnD Studio was tasked with capturing the authentic spirit of match days beyond the pitch. While football is global, match days are deeply local. The challenge was to celebrate the culture, community and rituals that define Premier League fandom, while strengthening Guinness’s connection to fans around the world.
MnD partnered with media company COPA90 for this project, with the goal of creating an authentic, inclusive and cultural campaign. It needed to perform natively across social platforms and resonate with fans on both a local and global scale.
Creative & Production
Match Days was conceived as a 20-episode travelling series capturing the atmosphere and community of Premier League match days. In each episode we met fans in their own world; pubs, streets and local supporter spaces, celebrating football culture beyond the pitch.
MnD led series direction, casting and production, designing a season-long workflow with multiple episodes simultaneously in production and teams operating around evening and weekend fixtures. We shaped the visual and editorial identity of the series to ensure consistency across all episodes.
We reviewed the project mid-season and found that performance insights indicated short-form content was driving higher engagement. We therefore pivoted the strategy in real time, shifting to multiple 90-second edits per episode, optimised for reach, shareability and platform behaviour across both Premier League and Guinness social channels.
Deliverables
- 12 x 10-15’ domestic long form episodes for YouTube (16:9)
- 8 x 10-15’ international long form episodes for YouTube (16:9)
- 66 x 2-3’ short form cutdowns for social media distribution (16:9)
