When Coventry City FC asked me to direct the launch film for their 2025/26 home kit, I knew straight away this wasn’t going to be a standard football shoot.
We shot inside the Jaguar Heritage Museum, one of those places where you can feel the history as soon as you walk in. Classic cars, the smell of old engines, and a sense of craft that’s been part of Coventry for generations. It instantly felt like the right backdrop.
For me, the film was about capturing that mix of pride and grit that runs through the city. The kit was the reason we were there, but my focus was on the people wearing it, the atmosphere of the space, and the textures that tell you where you are without needing a caption.
Directing this one was a pleasure. The team trusted me to do my thing, and I think that freedom shows in the final film. It’s sharp, it’s got presence, but it still feels honest, exactly how I want my work to land.
It’s called Made in Coventry because, well… it is.
Big team to thank on this one.
Director samtoddphoto
DOP oscar_ferguson
Focus Puller lewiswattssharps
Steadicam op tom_colli
Digi henryjphoto
Hair and Makeup lucyjmakeup
Styling rosiejfarnworthhall
Gaffer willgchurchill
Spark viola_lighting_
Spark arjunvellcattaree