“KICK IT LIKE HER” WAS THE NAME OF OUR DEDICATED CAMPAIGN FOR THE WOMEN’S EURO 2022 IN ENGLAND — A CELEBRATION OF THE WOMEN’S GAME, BUILT AROUND VISIBILITY, EMPOWERMENT, AND REAL STORYTELLING.

WE SET OUT TO SHINE A LIGHT ON THE NEXT GENERATION OF FEMALE FOOTBALLERS AND GIVE WOMEN’S FOOTBALL THE ATTENTION IT TRULY DESERVES. THE CAMPAIGN COMBINED PURPOSE-DRIVEN INITIATIVES, COMMUNITY EVENTS, AND CONTENT FORMATS THAT ELEVATED THE VOICES OF FEMALE ATHLETES — BOTH RISING STARS AND ESTABLISHED PROS.

ONE OF OUR CAMPAIGN HIGHLIGHTS WAS THE “TIME TO SHINE” TOURNAMENT IN AMSTERDAM, CREATED IN PARTNERSHIP WITH FAVELA STREET — THE POWERFUL FOOTBALL MOVEMENT FOUNDED BY ROXANNE ‘ROCKY’ HEHAKAIJA PERREMUTO. TOGETHER, WE CREATED A PLATFORM TO EMPOWER AND SUPPORT THE NEXT WAVE OF FEMALE FOOTBALL TALENT.

ANOTHER KEY FORMAT WAS OUR INTERVIEW SERIES “HER ROAD TO WEMBLEY,” WHERE WE SPOKE TO A NUMBER OF FEMALE PLAYERS FROM THE DACH REGION. EACH EPISODE WAS A CHANCE TO NOT ONLY TELL THEIR STORY BUT ALSO GIVE THEM THE RECOGNITION AND SPACE THEY DESERVE.

EACH INTERVIEW WE CONDUCTED DURING THE CAMPAIGN WAS A STANDOUT MOMENT IN ITS OWN RIGHT. EVERY STORY WAS UNIQUE — HONEST, INSPIRING, AND DEEPLY ROOTED IN THE PASSION THESE WOMEN HAVE FOR THE GAME. SINCE THEN, I’VE FOUND MYSELF EVEN MORE ENGAGED WITH WOMEN’S FOOTBALL THAN BEFORE. IT SPARKED A DEEPER APPRECIATION FOR THE TALENT, DRIVE, AND INDIVIDUALITY EACH PLAYER BRINGS TO THE SPORT.

IT WAS ESPECIALLY GREAT TO BE BACK ON SET WITH JULE BRAND AND GLÓDÍS PERLA VIGGÓSDÓTTIR — TWO ATHLETES I HAD WORKED WITH BEFORE. SEEING THEIR GROWTH AND CONFIDENCE IN FRONT OF THE CAMERA MADE THE WHOLE EXPERIENCE FEEL EVEN MORE MEANINGFUL. THERE’S SOMETHING SPECIAL ABOUT BUILDING CREATIVE CONTINUITY WITH PLAYERS OVER TIME — AND THOSE MOMENTS REMIND YOU WHY YOU DO WHAT YOU DO.

THIS CAMPAIGN WASN’T JUST ABOUT SHOWING SUPPORT. IT WAS ABOUT LEADING THE WAY FOR HOW WE TELL STORIES IN WOMEN’S FOOTBALL. AND WE’RE JUST GETTING STARTED.

MY ROLE

• DEVELOPED THE CONCEPT AND NARRATIVE ARC FROM SCRATCH
• COLLABORATED DIRECTLY WITH THE BRAND’S SPORTS MARKETING TEAM AND OUR INTERNAL CAMPAIGNING TEAM TO ALIGN ON VISION, MESSAGING, AND EXECUTION
• LED THE CREATIVE AND VISUAL DIRECTION ACROSS ALL PHASES OF THE PRODUCTION
• DIRECTED MOVEMENT, BLOCKING, AND ON-SET EXECUTION WITH BOTH ATHLETES AND CREW
• CURATED AND SELECTED THE IN-HOUSE PRODUCTION CREW TO BRING THE VISION TO LIFE
• MANAGED ON-SITE PRODUCTION AND COORDINATED TIMING WITH ATHLETES, ENSURING A SMOOTH SHOOT UNDER TIGHT TIME CONSTRAINTS TOGETHER WITH OUR INTERNAL CAMPAIGNING TEAM
• OVERSAW SET DESIGN, STYLING, AND PROP COORDINATION TO MATCH THE CAMPAIGN’S AESTHETIC AND STORYTELLING APPROACH
• ACTED AS THE KEY LINK BETWEEN INTERNAL STAKEHOLDERS AND EXTERNAL PARTNERS TO ENSURE EVERYONE STAYED ALIGNED
• SUPERVISED POST-PRODUCTION — FROM EDIT FLOW AND PACING TO MUSIC SELECTION AND FINAL VISUAL OUTPUTS
• ENSURED THE BRAND STORY AND PRODUCT USPS WERE NATURALLY EMBEDDED INTO EVERY PIECE OF CONTENT, WORKING CLOSELY WITH OUR CAMPAIGNING TEAM
• DELIVERED ONE OF THE MOST PURPOSE-DRIVEN AND CULTURALLY RELEVANT PIECES OF CONTENT FOR THAT MOMENT