The biggest signing in Sunderland's history. 5 million views.

Project Overview

When Sunderland AFC secured Granit Xhaka - the biggest signing in the club's history - they needed an announcement video that matched the magnitude of the moment. This wasn't just a transfer reveal. It was a statement to the football world.

We were brought in to produce a TV-quality announcement film with one catch: the turnaround had to be lightning fast. Transfer announcements are time-sensitive - any leak and the whole thing is blown. Every hour counted.

What We Did

• On-site filming at Sunderland's facilities with a full production crew
• Bespoke set design and build for the hero reveal shots
• TV-style cinematography, lighting, and visual effects
• Rapid-turnaround post-production: editing, colour grade, sound design, and VFX
• Multiple format deliveries optimised for every social platform

Results

The announcement video became the most-viewed piece of content in Sunderland AFC's history, racking up 5 million views across all social platforms. On X alone, the video surpassed 1 million views within hours of posting. The TV-style production quality set a new benchmark for player announcement content in English football.

For a signing of this magnitude, the video didn't just announce a player - it announced Sunderland's ambitions to the world.