SETTING A NEW STANDARD IN FOOTBALL RETAIL CONTENT
WE BECAME THE FIRST RETAILER EVER TO STEP INSIDE A PREMIER LEAGUE TRAINING GROUND TO CREATE ORIGINAL CONTENT WITH A PREMIER LEAGUE PLAYER. THAT PLAYER? MASON MOUNT OF CHELSEA FC.
THE OCCASION: THE LAUNCH OF THE PHANTOM ULTRA VENOM — THE BOOTS MASON WORE JUST DAYS LATER TO SCORE A BRACE IN BIRMINGHAM. IT WASN’T JUST A SHOOT. IT WAS THE BEGINNING OF A NEW STORYTELLING ERA.
WORKING WITH MASON WAS EFFORTLESS. HE WAS LOCKED IN FROM THE FIRST SHOT, FULLY EMBRACING THE CREATIVE PROCESS. SO MUCH SO, HE STAYED ON SET LONGER THAN SCHEDULED — NOT OUT OF OBLIGATION, BUT BECAUSE HE WAS GENUINELY ENJOYING IT.
AND IN THIS GAME, THAT’S THE HIGHEST COMPLIMENT AN ATHLETE CAN GIVE.
FROM THAT MOMENT ON, A MYTH WAS BORN INSIDE OUR TEAM:
“EVERY TIME WE SHOOT WITH A PLAYER, HE SCORES IN THE NEXT MATCH.”
WITH MASON, IT FELT LIKE DESTINY. BUT WHAT FOLLOWED WAS A RUN OF FORM, A STREAK, A FEELING — LIKE WE HAD CAUGHT LIGHTNING IN A BOTTLE. CONTENT MET PERFORMANCE. AND SUDDENLY, WE WEREN’T JUST DOCUMENTING THE GAME. WE WERE INFLUENCING IT.
THIS WASN’T JUST A PRODUCT MOMENT.
IT WAS THE SPARK THAT SHIFTED OUR ENTIRE CREATIVE STRATEGY.
ONE SHOOT AT A TIME.
MY ROLE
– DEVELOPED THE CONCEPT AND NARRATIVE ARC FROM SCRATCH
– LED THE CREATIVE AND VISUAL DIRECTION ACROSS ALL PHASES
– DIRECTED MOVEMENT, BLOCKING, AND ON-SET EXECUTION
– PERSONALLY CURATED AND SELECTED THE ENTIRE PRODUCTION CREW TO BRING THE VISION TO LIFE
– TOOK THE LEAD ON MY FIRST MAJOR PRODUCT LAUNCH, SETTING A NEW CREATIVE STANDARD FOR HOW 11TEAMSPORTS TELLS FOOTBALL STORIES
– AND FINALLY — CAPTURED THE PHOTOGRAPHY MYSELF, FROM VISION TO FINAL FRAME
CREW
11teamsports
BRAND: Nike Football EMEA
PRODUCTION: FALSE9
CREATIVE DIRECTION: Nelson Ndongala
CAMPAIGNING: Jan Gehrig
PHOTOGRAPHY: Nelson Ndongala
TALENT: Masen Mount