FALSE 9 were commissioned to lead strategy, creative and production for the launch of the Gold Standard Pie - a collaboration between Chivas Regal and Willy’s Pies, created exclusively for Arsenal FC. The brief: craft a bold, culturally resonant campaign where all three brands could collide naturally under one roof - The Regal Pie House.

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At the heart of the idea was a playful reimagining of the humble matchday pie - elevating it into a symbol of craft, character, and excess for Arsenal’s fiercely loyal fanbase. A tribute to flavour, football heritage and North London culture.

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We brought this world to life through a series of expressive, character-driven portraits - capturing Arsenal players seated naturally in the pie shop, framed by the pie and bottle that inspired it all.

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Complementing the stills campaign was a content series Pies & Punchlines hosted by Mo Gilligan - bringing an added layer of humour and personality as he served up sharp banter and golden moments with Arsenal players over pies and highballs.