Lane & Associates led the creative direction for Burberry’s 'A Good Sport' campaign—a raw and dynamic celebration of the brands long standing affiliation with the beautiful game. The worlds of football and fashion came together with a cross-generational cast including Stephen Graham, Rosie Huntington-Whiteley, Jodie Turner-Smith, Son, He Cong, Leah Williamson, Mikah, Eze, Lucy Punch, Bright, Declan Rice, Jason Sudeikis, Neelam Gill, Naomi Girma and Romeo Beckham. Photographed by Mario Sorrenti and directed by Elliott Power the campaign captured the highs and lows of a match day — from Sunday league sidelines to the stadium terraces, from the pre-match build-up to the post-match exhalation, and everything in between.