The Power Of Football
Scottish FA
- Film
- Social
The Scottish FA exists to promote and protect the beautiful game at every level, from the professional stage to the grassroots pitch.
To reflect their evolving role, we worked with them to articulate a new brand positioning: "Believe in the Power of Football” that celebrates football’s power to connect, uplift and transform lives.
We brought this message to life, emotionally and authentically, through a brand-led film campaign designed to inspire participation and connection across all of Scotland.
The Challenge
The brief was clear: demonstrate the transformative effect football can have on real lives, particularly among underrepresented or marginalised groups. But we had to do this without clichés and the film had to feel grounded and emotionally genuine.
We needed to cast across multiple age groups and communities, shoot in numerous locations, and wrap everything in a two-day shoot window, all while remaining compliant with safety, licensing and regulatory requirements.
And crucially, the campaign had to balance emotion with clarity, making the Scottish FA’s purpose visible and tangible to audiences across the country.
Emotion.
From the outset, we knew the key would be authentic emotion, so we placed real people at the heart of the story and worked with BAFTA-winning documentary director Hannah Currie to capture their lived experiences of football.
The Solution
The creative concept used reverse slow-motion to highlight those joyful, human moments, and trace them back to their source: a single moment of football. Large typographic supers layered over the visuals reinforced the message: every great feeling starts somewhere.
We worked with local communities to source contributors and acted with sensitivity throughout, giving back via foodbank donations and community support.