Digital Collectibles NFT - Launch Video
MANCHESTER UNITED X TEZOS
Objective
Showcase Manchester United x Tezos (official sponsor) and the NFT “Ultra Rare Keys” digital collectible by capturing the real-world payoff: lucky Ultra Rare Key holders unlocking a private Old Trafford tour and matchday experience — reinforcing United’s future-facing innovation and Tezos’ role as the club’s Web3 partner.
Studio Chef’s Role
Co-directed and shot alongside Fenixx, a hero-led story film featuring the Ultra Rare Keys winners, documenting the journey from digital ownership to real access — including the private stadium tour and live matchday moments at Old Trafford.
Built the narrative around three pillars:
• Fan reward: turning collectibles into once-in-a-lifetime experiences (verified by blockchain ownership).
• Partnership value: making the sponsor relationship tangible through premium content built for social and PR rollout.
• Future-first brand story: positioning United’s digital collectibles programme as a credible, fan-led step into Web3, designed to travel across official channels and partner comms.
RESULTS
The video led to over 880,000+ digital Keys being claimed, making it one of football’s largest fan-led Web3 activations.
Limited edition drops generated £233K+ in primary sales, validating strong demand for premium collectibles.
The film also helped position Manchester United as a progressive, future-focused brand, showing how sponsorship, technology, and storytelling can create deeper fan engagement.
Studio Chef and Fenixx helped visualise how digital innovation can convert into real world experience, proving how modern partnerships can connect with fans in meaningful ways.
880k+
Digital Collectibles Claimed
£233K+
Top-performing Instagram video from the campaign
100+ countries
Global fan participation in the Tezos x Manchester United drop
LET’s Get Cooking
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