For the launch of Barry’s Football Scarf, I developed the concept ‘The Absurdity of Tradition: Seven Rituals to Win’ a playful exploration of the strange, sacred, and superstitious behaviours that fans perform in the hope of influencing results on match day.

From celery throwing to last-minute pints, these rituals are steeped in emotion and nonsense, passed down like folklore and obeyed with religious precision. I leaned into this tension, the absurd vs the revered, to create a visual narrative capturing humour, intensity and irrational logic of the football fan.

Shot on location across Brighton with photographer Euan Baker, each scene reimagines a different ‘winning’ ritual, celebrating football culture, not through the lens of the game itself, but through the fans who live by their own rituals and traditions.

Testing My Luck. A visit to the arcades to see if it’s your lucky day
The Piss Spot. Do your business same place, same time
The Celery. throwing celery onto the pitch, A tradition upheld by Chelsea FC
The Two-&-One. Eat two pies & one mash before every match
The Hand-Hold. The magic of a tender, good luck pre-match hand-hold
The Loving Cup. A Rangers FC tradition of drinking from a lucky cup
The Seven Scoops. Seven is a very lucky number, so make that seven pints please