Electric Theatre Collective Appoints Rebecca Scheinberg Executive Producer of Design
August 3, 2026
After winning the 2025/26 Premier League title in May (ending a 22-year drought), fans of Arsenal FC are justifiably in a good mood and this new spot from Nexus director Fx Goby reflects the glow of that joy perfectly.
Promoting Arsenal’s 26/27 third kit, the film stars British model/actress Adwoa Aboah and her animated avatar wondering the neighborhoods of North London as they transform into a playful, mixed-media world.
“Looking to avoid an overly-polished look, inspiration was drawn from editorial illustration and the imperfect marks of a sketchbook.”
Fx Goby: The idea is about shifting perspective and finding joy in everyday life, and animation allowed us to elevate reality without losing its authenticity.
Looking to avoid an overly-polished look, inspiration was drawn from editorial illustration and the imperfect marks of a sketchbook to shape the film’s distinctive 2D style with art director Callum Strachan carefully captured Adwoa Aboah’s iconic features.
The Arsenal State of Mind is the spirit of the club found in generations of players, supporters and communities. Created in the wake of Arsenal’s Premier League triumph, there couldn’t have been a better time to capture that spirit.
Client: Arsenal FC
Production: Nexus Studios
Director: Fx Goby
Head of Production: Rachel Moss
EP: Jason Bartholomew
Senior Producer: Rebecca Archer
Producer/PM: Tyler Antin
Production Manager: Sarah McDonald
2D Lead: Bethany Levy
Art Director: Callum Strachan
Editor: Andrea Zantiras
Background Layout/Previs: Joe Dennis
Environment Artist Support: Joe Dennis
Storyboard / Animatic: Mohammed Fadera
2D Lead Animator: Marylou Mao
2D Animation: Hannah Lau-Walker
2D Clean-up: Laura N Tamara, Nino Sgatti
2D FX Artist: Nino Sgatti
After Effects Compositor: Bethany Levy
Nuke Compositor: Harvey David, Viral Patel
Color Grading: Electric Theatre Collective
Colorist: Andi Chu
Sound design/Mix: Brain Audio
Sound designers: Harry JN Parsons, Tom Haines
Sound Supervisor: Chris Branch
Music Supervision: Resister
Music Supervisor: Imogen Pring
