Seat F1

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To activate Qatar Airways partnership with Formula One we created ‘Seat F1.’ A fully integrated campaign to put the brand at the heart of the sport. The campaign began life as a social competition to win the seat on Qatar Airways flights to selected Grand Prix’s, where the customer would receive a F1 inspired menu, branded race suit pyjamas, paddock passes and a whole host of other experiences. But that was just the start as your Seat F1 boarding pass unlocked an array of ‘money can’t buy’ F1 experiences. From a seat in a hot lap, front row seats at exclusive F1 events, grid walks, a seat in a F1 car and of course a seat with the best view of the action. The seat became the hottest ticket in F1.

To drive more fame for the initiative we teamed up with the world’s most popular TikTok star Khaby Lame, with the content creator experiencing first hand just what it’s like to sit in Seat F1.

DHL x Man Utd - Delivering Dream

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‘The Theatre of Dreams is where impossible dreams are made possible’ - Sir Alex Ferguson.

That quote became the catalyst for an idea about bringing football to one of the world’s most geographically isolated football-loving communities. An idea that in truth felt impossible at times but ultimately became one of the most fulfilling projects I’ve ever worked on.

Not just because we built a FIFA Grade 4G pitch 140km and more than 4 hour’s drive from the nearest city. Not just because over 1,000 students from two schools and three neighbouring villages can now play the game they love. Not just because I’m extremely proud of the film and the many, many creative assets we made across the whole campaign. But because we really did make some dreams come true.

I deliberated at the start of the project about what to call it.  ‘Delivering dreams’ felt right because of what the Theatre of Dreams stands for, but I was wary about promising something so lofty. But if there’s one thing I’ve learnt on this project, you must be all in.

Spending time with the Hmong Hill tribe was a truly humbling experience. Seeing that shared love of football and the impact it will have in their lives and their opportunities was inspiring. Fandom shouldn’t be limited by geography and bringing football to a community that lives and breathes it will stay with me forever.

Nike Powerhouse Project

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The Nike Powerhouse project is making huge strides in women’s sport and it’s a real privilege being part of this amazing initiative. The Kimita twins are so passionate about creating the next generation of women in the sport and together with Nike they are driving positive change in the industry. From creating this launch film to coaching tutorials it’s been an inspiring journey to be part of. Can’t wait to see where it goes next.

FIBA

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As a big basketball fan it was an honour creating these FIBA assets for the Tokyo Olympics. Taking inspiration from the iconic rings we created a design identity that not only built a strong, consistent structure but also made some beautiful designs. Swish.


Ella-A modern day fairytale

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There are so many reasons I loved creating Ella: A Modern Day Fairytale.

Firstly because it was a real labour of love. From the first conversations with the FA, Disney & Nike about how we could reimagine an iconic story to highlight the barriers many girls face when trying to play football, to the incredible kindness of Alex Scott & Leah Williamson helping me turn a simple idea into a reality.

Secondly, because this was also a personal project. I have my own version of Ella, my daughter Emilia, who experienced a similar story but never gave up on her love for the sport. Helping me craft and edit the scenarios.

And lastly because it’s not often you get to work on a project like this. With a copy of the book going to every school in the country, a bespoke Instagram Bedtime stories post, 1 million social impressions and the amazing work FA and Disney are doing with the Shooting Stars project to change perceptions in the playground, I’ve seen with my own eyes what a difference it can make.

Sometimes wishes do come true.

European Tour

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Across the 5 years I was the creative director for the European Tour I was lucky enough to write and make some of the most fun and successful work of my career. In a ground breaking approach at the time, we grew the brand by creating organic content that focused on the personality of the players and the elements that made the tour unique. The following films are some of the highlights with my favourite being Rory vs The Robot. Getting 14million organic views and being voted Twitter’s favourite ever piece of golf content it become the model that a lot of rights holder followed.

Qatar Airways

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There’s never a dull moment with Qatar Airways. Sponsoring FIFA, UEFA, F1, Novak Djokovic, PSG, Inter Milan, Brooklyn Nets, RCB & the British Lions to name a few means something is always happening. I’ve been lucky enough to lead all their sports content over the last 4 years.  From using their access to some of the world’s best athletes to creating authentic fan content at various sporting events around the world, it’s been a brilliant journey.

Across more than 400 pieces of content we’ve delivered 7% engagement on IG, 3.8x the sports industry average and made them the most followed airline in the world.

UCL- Where Champions fly

It’s not every day you get to put a full philharmonic orchestra on a plane, but when the opportunity came to write the new UEFA Champions League brand film for Qatar Airways it felt like the right choice. There’s just something about hearing the first few notes of that anthem that gets you excited about what’s to come. 

Formula 1- Qatar driver

As Kevin would say, ‘Wooo!’

What started as an idea pitched to our Qatar Airways client in our normal Monday status call  turned into a high octane, celebrity-filled whirlwind with parallel filming units and multiple edits to direct over the week at the Doha F1 Grand Prix.

It’s not often you get to work with Kevin Hart, Sir David Beckham, Jessica Alba, Rio Ferdinand, Novak Djokovic, Swizz Beatz, Rosie Huntington-Whitely & Carmen Jorda, but throw in an Alpine F1 car doing donuts on the HIA tarmac, a unique F1 livery and a dramatic final straight flyover and you really have a project to be proud of.

To any creatives out there, never be scared to pitch a big idea, you never know, it might just happen.

Was a pleasure to direct this man on the court. From shooting to editing and post-production in under 24 hours (that’s an hour for every Grand Slam he’s won!)

Who says sports content can’t be beautiful.

NBA NFT

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To celebrate their 75th anniversary the NBA created a fan vote to pick the All time European 1st & 2nd starting fives. We created a series of NFT style commemorative digital trading cards. Each one showing the stats and moments that showed why these iconic players were chosen for this ultimate honour.

Perfect for the social channels, the content caught the eye with its animation and cutting edge design. So much so that the content itself became pieces of virtual memorabilia in its own right. Reaching 97.5 million people, the conversation became not just about which players made the team but how fans could get hold of the commemorative digital cards.

NBA Europe

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As a big NBA fan, getting the chance to shape NBA Europe’s content has been a dream come true. Providing a point of difference to the brand in America. Creating culturally relevant content that reflects the diversity and individuality of the players and fans across Europe and using creativity and the many cultural crossovers in the sport to excite this new generation of fans.

When the NBA returned to Paris we celebrated the moment by showing the raw and authentic basketball culture of the city.

To celebrate their 75th anniversary the NBA created a fan vote to pick the All time European 1st & 2nd starting fives. We created a series of NFT style commemorative digital trading cards. Each one showing the stats and moments that showed why these iconic players were chosen for this ultimate honour.

Perfect for the social channels, the content caught the eye with its animation and cutting edge design. So much so that the content itself became pieces of virtual memorabilia in its own right. Reaching 97.5 million people, the conversation became not just about which players made the team but how fans could get hold of the commemorative digital cards.

England Football

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It only seems like yesterday, but it’s over 4 years since we created and launched England Football as the home of grassroots football, and I can honestly say it’s become one of the most rewarding and enjoyable accounts I’ve ever worked on. As someone who has played or coached grassroots football all my life, having the opportunity to tell the real stories that get right to the heart of the behaviours and culture of grassroots football has been amazing. With 109% increase in positive sentiment, an increase of 55% in fans under 24 years old and a 210% annual growth rate we have helped drive grassroots participation like never before.

Part of our England Football strategy has been to link the grassroots to the elite game. Reminding fans that without all the tremendous work done at grassroots level, we wouldn’t the nations superstars we see today. For the FIFA Women’s World Cup we created ‘All the way from’ A campaign that showcased the players football journey and how it look them from their local pitches to the world’s biggest stage.

FIFA

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I’ve been lucky enough to work on the FIFA account for the last 4 years, across both the men’s and women’s World Cups, the Best awards and the Club World Cup. The numbers are crazy with over 20 billion views and attracting 200 million new followers, but really it’s just about showing you understand football culture and what fans crave. The list of work is almost endless but here’s a selection of my favourites.

Asics - In my shoes

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To celebrate World Mental Health Day we created a campaign for Asics called ‘In my shoes.’ A series of inspiring stories were shared from people who had discovered the benefits of sport and movement to their mental health. The nice idea was this collection of audio stories were collated into an immersive podcast specifically designed to be listened to on the move. So people could literally experience what it was like to put themselves in the shoes of the storyteller.

Bernadette
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Jamie
Hadeel