"It Starts Outside" placed never-before-seen real childhood photographs of Arsenal Women players into high-impact outdoor spaces around live football moments, from stadium takeovers at the Emirates to transit and roadside placements along fan journeys. By pairing who these athletes are today with where they started, the design collapsed past and present into a single, unmissable frame, making a quiet cultural truth impossible to ignore: every success story starts outside, getting dirty. For Persil (Dirt Is Good), the work turned outdoor advertising into a visual bridge between elite achievement and everyday play, reminding parents and children that confidence, resilience and potential all begin in exactly the same outdoor, ordinary places.