CPL x hummel
For the Love. A League Rewoven.
A campaign built to introduce a new era of Canadian soccer through cinematic storytelling, club identity, and the culture around the game.
Creative • Production • POST
THE OBJECTIVE
CPL wasn’t just announcing a supplier. They were introducing a new visual era for the league.
THE STRATEGY
Make it feel Canadian
Root the campaign in community, grassroots football, weather, cities, clubs, and the future of the game.
Make it feel premium
Elevate the kit reveal beyond a standard product launch with cinematic visuals, controlled pacing, and strong design details.
Make it feel like a movement
Position the partnership as part of CPL’s larger growth story — a league building identity, belief, and culture in Canada.
The Work
THE RESULTS
The result was a launch that gave the CPL x hummel partnership weight, emotion, and identity — transforming a kit announcement into a story about the future of Canadian soccer gaining international press.
Production
Production agency: @agencyninesix
Client: @cplsoccer
Executive Producer: @marcusdipede
Producer: @mike_mcmullin
Director: @dannyastefan
Director of Photography: @aiden_nicell
Creative Director: @matthewsmithfilms
Editors: @dannyastefan, @matthewsmithfilms, @terence.ag
Sound mix:
1st AC: @bydrewlee
Gaffer: @adam.pany
Grips: @evan_yeee
@o_lesh_a @yarikl
Production Design: @jin_is.ok
HMU: @audreyt_makeup & @afoussimua Studio: @sensei_studios
Vancouver Crew:
DP: @christiansantiago__
Gaffer: @lukehubner
Grip: @jtrner
Talent:
@dez.the.barber
@josephoppong
@lianna.holz
@kaelpady07
@franlkin7
@tk514
@antholeahey
@itsemendeznow
@nickfalcao_
@nokursh_track
@kevaquinz
@lucacolias
@jaylnwright_
@codespeak
@clemssz