Craven Cottage from Above - Selling the Matchday Experience
The Challenge
With the highly anticipated opening of Fulham FC’s new Riverside Stand, Soluis Digital commissioned me to create a hero visual to accompany an animation they were developing as part of a major marketing campaign.
The final image needed to:
Communicate the scale and premium quality of the new stand
Evoke a true matchday atmosphere - fans arriving, the stadium alive and the riverside buzzing
Be visually aligned with Soluis’ in-house aerial animation
Deliver quickly, with no custom aerial photography
The visual would be used across the club’s marketing channels, including website and social media ads - so accuracy, energy, and realism were non-negotiable.
“A short project but very pleased with our experience. Chloe was calm, hit the ground running and worked hard. We would be very happy to work with Chloe again.”
Deborah Henderson, VP of People, Soluis Digital
The Solution
To meet the demands of a tight schedule and limited resources, I adopted a hybrid approach that integrated 3D modelling, AI-assisted enhancement and compositing elements of exisiting photography. Using AI in a targeted and strategic way, mixed with composited photography, delivered context for the image that was both accurate and visually compelling, without giving the visual an obvious AI feel.
The atmosphere of matchday, including realistic crowd flow, was achieved through the considered selection and placement of 3D and 2D elements.
Close collaboration with the Soluis animation team ensured visual consistency across all media, with shared assets supporting seamless alignment between still imagery and motion content.
The Result
The final image delivered exactly what the brief demanded: a vibrant, aspirational view of Craven Cottage that helped position the new Riverside Stand not just as a construction project, but as the next chapter in Fulham FC’s matchday legacy.
The visual was used prominently by Fulham FC across:
The official club website, showcasing the Riverside experience
A high-profile social media campaign, helping to drive 2025/26 season ticket sales
Hospitality sales materials, used to promote premium matchday packages.
For Fulham FC the results were clear Season Tickets for 2025/2026 sold out in less that 7 weeks and record breaking pre season sales figures were achieved.
For Soluis, the image played a key role in fulfilling their brief - providing their client with a headline marketing asset that captured emotion, context and architectural clarity in one cohesive frame.
Why It Matters
Architectural visuals aren’t just about showing buildings, they’re about selling experiences. In this case, the image helped tell the story of a revitalised Craven Cottage, full of atmosphere, pride and potential.
By using creative problem-solving and a multi-technique workflow, I was able to help Soluis deliver on a high-pressure brief and ultimately support Fulham FC in turning architectural ambition into ticket sales and filled seats.
