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Portfolio
Liverpool FC
LFC Heroes Club
Role: Concept, Creative Direction, Copywriting
A new global home for the world's biggest fan base
Liverpool FC has one of the biggest global fan bases of any sports team. But they didn't have an official online home that brought them all together.
We created an innovative NFT fan club that gave fans a new way to interact with the club they love. The fictional backstory is inspired by the old Anfield boot room. A place some say had supernatural powers.
In one weekend, 10,000 NFTs were sold through Sotheby’s raising over $1.5m, including over $400,000 for the LFC Foundation Charity.
A fictional backstory inspired by the club's rich history
LFC Heroes Club is centered around a backstory we based on the old Anfield boot room. A place some say had supernatural powers. The current squad of heroes were immortalised as NFTs which acted as your membership to the club.
Each artwork was unique with built in levels of rarity
We enlisted illustrator Dale Edwin Murray to create the heroes in a way that not only looked amazing, but could be generative. Generative art ensures no two artworks are the same by combining different traits. In this case everybody got a unique mix of background, clothing, expressions, headwear and more.
$1.5m in sales, launched with Sotheby's
LFC fans are skeptical of NFTs. We decided a launch partner with a long history would help with trust, so the project was sold on Sotheby's Metaverse.
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In one weekend, 10,000 NFTs were sold raising over $1.5m and kickstarting an online community.
Education was key
Our audience were new to web3 and skeptical,
so we made fun and familiar educational content.
Benefitting the LFC Foundation
We turned the incredible staff at the club's foundation into LFC Heroes to show how the club would benefit people in the local area.
A community the fans love (maybe a little too much)
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CREDITS
Creative Director: Lewis Bish
Head of Design: CK Fletes
Illustrator: Dale Edwin Murray
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