Tango Squad FC S1 | ADIDAS
Challenge: Replace our successful YouTube show; GameDayPlus with a new series format as the primary UEFA Champions League activation for adidas globally.
Idea: Football obsessed teens don’t want to achieve fame copying Messi or Pogba, they want to do it by being themselves. We created a social football team formed of street football team captains from across Europe (micro-influencers). Tango Squad FC became a vehicle to tell their authentic football stories while delivering global brand stories inspired by the YouTube football club trend.
We recruited Xabi Alonso and scouted 18 players from adidas street football leagues in 10 European cities to create the squad. We played against established academy and YouTuber teams from Moscow, Madrid to Manchester. Our role was to craft the narrative and tell stories of young footballers that our audience could relate to.
In season one we wrote, produced, shot and edited 12 long form YouTube episodes supported by extensive social content. Relatable narratives unfolded across every social platform. We captured the highs and lows on and off the pitch through money-can’t-buy brand experiences with players and clubs that added value to the squads lives forever. The series was re-commissioned for season two, more players, more locations, more authentic brand stories.
Role: Senior Creative Lead | Year: 2017-18
CASE STUDY
TEASER CONTENT
EP01 - “DON’T PLAY GAMES” (LONDON)
EP02 - “THE FIRST TEST” (MADRID)
EP03 - “PARIS STYLE” (PARIS)
EP04 - “PREDATOR” (MANCHESTER UNITED)
EP05 - “TRIALS” (BAYERN MUNICH)
EP06 - “GAME TIME” (JUVENTUS)
EP07- AC MILAN MASTERCLASS (MILAN)
EP08 - REAL MADRID
SEASON FINALE VS F2FC @ OLD TRAFFORD
Client: adidas Football Global
Categories: Documentary Films, Photography, Social Toolkit & Influencer Activation
Year: 2017/18
Agency: We Are Social
Role: Associate Creative Director & Co-Director (Pitch/Proposal, Concept Development, Scripts, Art Direction, On Set Creative Direction, Overseeing Edits, Editorial Roll Out)
Thanks for Matt Walker for directing.