Jack ‘Pieface’ McDermott has become a well recognised name in the world of YouTube Creators, celebrated for his colourful outbursts whilst playing FIFA or F1. We had the opportunity to collaborate with Jack on a football kit launch for his very own fictional team, ‘Pieface FC’.
/ The campaign
Even before we sat down with Jack to discuss creative direction, we knew his love for Plymouth Argyle would be a huge inspiration for the kit. It’s therefore unsurprising the colourway we chose was a bold forest green, supplemented by white, black, and orange accents. In hommage to football team traditions, we launched a home and away kit purchasable by fans with their own name or gamertag available on the back. We then activated on a creative campaign encompassing his entire community who had the opportunity to design his third kit! Throughout the build up to launch, fans were encouraged to submit their designs to round off the drop with the winner receiving a free version of their creation.
/ WEAR ANYWHERE
Alongside a community stream launch, we sat down with Jack and filmed an episode of Wear Anywhere, a popular web series hosted by Raven that gives popular streamers a chance to style their merchandise with in demand streetwear garments and sneakers. For Jack’s episode, we headed down to Footpatrol in London to pair his kits with popular sneakers, record a mini podcast giving fans an insight into our creative process and Jack’s rollercoaster of a journey from McDonalds employee to world renowned megastar.
The final piece to our activation was making the entire collection available on Raven’s esports builder, a platform that allows fans to take popular silhouettes and designs and make them their own. Fans from across the globe were able to use the Pieface FC jersey as a base to get creative and select their favourite colourway.