Luke Brookner teamed up with Arsenal and Adidas for the NMR campaign film which shines a bright light on those doing incredible things in the community to end youth violence

The No More Red campaign set up by Arsenal and Adidas is a scheme to help get the youth move away from knife crime and gang culture by introducing them into more positive environments that can help them navigate through tough times with the use of sports, such as boxing. Stephen Addison setup Box Up Crime to do exactly that, embracing people from all backgrounds in hopes to help connect and unite people.

The film follows Aron and his ambition to own his own boxing gym to give back to the community in the same way it helped him. Luke’s direction helps craft an emotive and captivating story of hope and optimism, with real life people at the beating heart of everything.

Here’s what Luke had to say about the project - "it was an honour to work on a project doing so much good within the community to end youth violence and knife crime. As a boyhood Arsenal fan, it was a dream come true for me to work with Arsenal but it was made even more special to work on a project with some heart and purpose. I had the privilege of Meeting people like Stephen Addison who run box-up crime and the community leads at Arsenal which was truly inspiring. As a director, I tried to create an environment where the community champion's stories could come through as authentically and powerfully as possible so that they could inspire the next generation.”

Credits

Director - Luke Brookner

Production Company - Sticker Studios

Production Company Rep - Lemonade Reps

Agency - Iris

Client - Adidas

Agency Producer - Tom Falck

Adidas Producer - Jenna Pannaman

Global Brand Comms - Miri Keck

Partnerships Director - Tom Braithwaite

Executive Producer - Harleymoon Kemp

Producer - Jordi Estapé