On Thursday 1st June, UEFA in collaboration with FCB Inferno launches its first pan-European creative campaign for women’s football with an electrifying 30’ TV spot directed by Nexus’ Kibwe Tavares. Tavares’ talent for story-craft enhanced with magic realism VFX work is in full effect throughout the spot which seeks to encourage more teenage girls to take up and keep playing football, to ensure it’s the number one played sport for women across Europe by 2020.
Shot over 9 days in several locations across the continent, the TV spot features beginners and professional female players and launches during the UEFA Women’s Champions League final on Thursday 1st June, with a 90’ version airing online. Animation is used to show the lead character growing in confidence with artists using Tiltbrush and HTC Vive to sketch the wings out in 3D for a handcrafted feel and inspiring the stickers and symbols used for audiences across social.
Kibwe Tavares says: ‘Football for boys is cool. Football for girls’ isn’t so cool. We didn’t want to shy away from the actual football and it needed to be visceral, cool and energetic like the game itself. Nexus and Factory Fifteen collaborated closely with FCB inferno in supporting girls football to find its own language by highlighting skills, friendships and the girls out there already playing good football.’