Agency: Fuse

Roles: Executive Producer / Director

Project Type: Content

Master Edit:

River Island wanted to explore the opportunity of marketing around the passion points of their audience. Rather than jump in with a sponsorship, Fuse made the recommendation to try a campaign with a football channel and OneFootball was identified as the right media partner.

The Creative team came up with the concept of ‘Football Fits’ with the idea that we could showcase River Island product by creating some match day scenarios. Working with the media partner, we decided that 4 different scenes with 2 sets of cast, would give us enough variety to run content in high rotation and to optimise against performance. We developed 4 scenarios; pre-game pie & mash, pre-game pint, walk to the game and the stadium. I built the production team to service the job and developed locations, talent and casting, as well as directing the 2 day shoot. We worked with the River Island product team to develop a collection for each location and then styled our cast with what suited. It was important that the tone and aesthetic matched the audience and made the clothing look cool, within a working class environment. Directing the cast, it was important for me that they had fun and the visuals reflected 3 mates on game day. We also shot some more posed photography for owned channels. We created a campaign logo lockup to give it the feel of a capsule collection across the paid media channels.

We shot film and photography to deliver 4x15” hero films for Stories & Pre-roll formats, with a suite of shorter video assets across portrait, square and landscape formats. We designed and artworked static assets to work across all OneFootball channels, as well as River Island owned channels. Being involved from the original brief, I was able to ensure that we created and delivered a concept that was hyper-relevant for the audience and channels, whilst providing a broad suite of high quality assets, on a modest budget. Many of the assets performed 2-3x the channel benchmarks, delivering great ROI for the client and a very successful campaign.

Photography: