Direction, Producer, Editor

Shaped By Light

Commercial · Kit Launch

Hummel · Sunderland AFC

2026

Direction, Producer, Editor

Commercial · Kit Launch

Shaped By Light

Commercial · Kit Launch

Shaped By Light

Hummel · Sunderland AFC

2026

Full Project

Client

Hummel · Sunderland AFC

Role

Direction, Producer, Editor

Production Company

YNOT

Camera

Alexa Mini LF

A kit launch film for Sunderland AFC and Hummel.

Built around light, glass making and the future of the club the film is inspired by Sunderland’s stained-glass heritage. We used LED screens to turn the set into a constantly evolving world of light and texture. Working with YNOT, I led the project from concept to final cut. 2026.



Creative Lead | Alex Middleton

Marketing Manager | Alex Slater

Marketing Executive | Abby Charlotte

Agency | YNOT Agency

Agency Lead | Oli Lindley, Tony Carr, Anthony Fenton

Exec Producer | Anthony Fenton

Director | Joey Bellas

DOP | Steven Sinclair

1st AC | Jon Scaife

VP Supervisor | Toby Hills

LED Technician | Linnards Bitte

Gaffer | Liam Sankey

BTS | Edward Harper

Camera | Nord Films

AV | Wet Dog Studio

Edit | Joey BEllas

Colour | Sara Buxton

Composer | Marchborn

VFX & Sound Design | Paul Dumitru, Framebox