This is definitely one of the most ambitious campaigns Iā€™ve ever worked on and one of my favourites to date. A pre-season tour fit for the pros, with competition winners and influencers, over 4 stages in the summer of 2018. From Southampton with Under Armour, to Brighton Hove Albion with Nike, before jetting to Lisbon with Adidas and finally wrapping with an after party in London with Puma - it was one of those audacious pitches which actually got signed off, scaling across digital, print and events.
How do we create something so unique for the Sports Direct Pre-Season campaign which unlocks the elite football world by providing an access all areas across 3 European clubs, seeing how ex-academy players hold up to the professional lifestyle.
To showcase this experience we created a YouTube documentary which unlocked the professional ballers lifestyle with insight to professional trainers, cryo chambers, squad selections and private jets.
2018 was the second instalment of #THEWARMUP, the first a year previous had been a huge success and this edition was about really pushing the boundaries of what's possible when collaborating with 4 brands, 3 clubs and social influencers. In 2018 unlocking raw BTS content within clubs was still in an embryonic stage therefore it gave us a great opportunity to showcase this on a scale between clubs not seen before. Our priority was to create an immersive experience which truly delivered on the professional lifestyle approach, this definitely create more complications in regards to production but because of this approach it undeniably delivered on creating organic emotion and drama within the talent.
Along with going live everyday across social with updates, takeovers and BTS - we also included making player profiles to introduce and showcase personalities which really dialled up the performance within the content. This also created suspense to the YouTube documentary series which followed.
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