Working with K&S (video content agency), we designed the audiovisual campaign to showcase at the Women's World Cup event. The campaign was driven by 5 strategic pillars and enacted to increase female player participation in the sport, increase commercial value through new revenue streams and build the foundations for a stronger, more modern, women's football ecosystem.

Our decision for the visual focus of this campaign to be based upon the path of a struck ball was inspired by the concept of a ‘journey—the steps we all take to reach our goals, no matter how big—while tying into the essence of the game and the creative pillars defining this project.

Creating the icon representing a female player was one of the most sensitive pieces to design as we didn't want to fall into the trap of stereotyping. We used images of real female players as inspiration, copying their movements and body shapes to convey what it means to be a female player without resorting to stereotypical representations such as ponytails and skirts.

The result is a bold and colourful video campaign celebrating the affirmation that football is for everyone, and a powerful addition to FIFA’s campaign to promote equality on the pitch at all levels.