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.
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.
23 players unveiled by 23 world famous ambassadors on social media. Some of the biggest names in sport, entertainment and even royalty, coming together to reveal the names of each player across a four hour window which dominated the sports, lifestyle and social media agenda.
With 170 million combined followers, 1.3 million UK tweets and viewed more than 6.7m times in the first 72 hours, the squad announcement became a cultural moment and an inflection point for women’s football.
BT’s campaign to fundamentally change the way women’s football is viewed in the UK.
For HSBC’s global rebrand we took their iconic hexagon and made it a window into a thriving world. 130 individual executions were crafted across 17 countries. It took 2 years and took over my life but I’m very happy with the results. Although I do now see hexagons in my sleep.
Viewed over 6 million times on the European Tour’s YouTube page without any media spend. And was voted Twitter’s best golf advert of all time.
