Chinese New Year 2026 × Tottenham Hotspur

Challenge

CNY content sits at a difficult intersection: it must feel locally authentic to festive audiences while meeting the governance and visual standards of a major international sports brand. The timeline was tight, with campaign-ready delivery and no extended revision runway, and the assets needed to work across vertical and horizontal placements without feeling like two different campaigns.

Approach

We structured the piece around a clear seasonal narrative arc: celebration, community, and club identity, with editorial rhythm tuned for social retention rather than broadcast length. On the director side: warm tonal palette, intentional framing on gesture and atmosphere, and cut logic that builds emotional lift before the brand resolution. On the campaign side: we planned for platform-native formats from day one, vertical-first for Reels and stories, horizontal for broader club channels, with brand-safe composition in every frame. Pacing, supers, and end-card real estate were considered for thumb-stop performance and official-channel polish simultaneously.

Outcome

Campaign-ready assets delivered on schedule, festive enough for CNY and disciplined enough for global club standards. The @spursofficial Instagram Reel reached 28,906 video views, 2,065 engagements, and 17,304 organic reach—landing the cultural moment with immediate rollout capability across social placements.

Results

Instagram Reel · @spursofficial

Wed, Feb 18, 2026 · 6:12 am GMT

Organic performance on the hero @spursofficial Instagram Reel at publish.