Client:
Mayor of London Office
Date:
2022
Role:
Film Director, Creative
Channels:
Social
Problem
Women's Euro 2022 was coming to London, but the hype wasn't there yet. The brief: show the city getting ready and build anticipation for a tournament most people weren't paying attention to.
Truth
You can't manufacture excitement for something people don't care about yet. But you can show a city preparing and let anticipation build through visible momentum.
Idea
'It's coming' built anticipation through the city getting ready. Pitches prepped, crowds gathering, energy building. The final beat delivered the payoff: 'It's coming home.' London claimed the moment.