Disciplines: Concept Development, Art Direction, Broadcast, Social & Digital

The Brief:

The National Lottery needed a campaign that would celebrate grassroots football while reinforcing its long-standing commitment to funding community sport across the UK.

The challenge was to create work that felt:

• Emotionally authentic
• Culturally relevant to women's grassroots football
• Scalable across broadcast, digital and social platforms

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The Creative Idea:

We developed a campaign that focused on the communities which celebrate grassroots football, spotlighting upcoming stars as well as Lioness legend Jill Scott to lead the charge. Building a story that feels authentic, whilst spotlighting the passion, diversity and skill of grassroots football.

The creative approached focused on:

• A true pledge to support a worthy cause
• Cinematic visual storytelling
• Letting a grassroots football legend help pave the way

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The goal was to make the National Lottery feel like a quiet enabler, not the hero — supporting the game from the sidelines.

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My Role

As Creative Art Director, I:

• Led the creative concept and visual direction from initial briefing through to delivery
• Shaped the narrative and tone of the campaign across all formats
• Designed the branding, visual assets and animated assets needed
• Fed into the creative direction on shoot days and worked closely with production to capture authentic performances and moments
• Collaborated with producers, editors and stakeholders to ensure consistency across broadcast, digital and social executions
• Oversaw post-production to maintain creative integrity and clarity of message

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Impact

• Broadcast and digital rollout across multiple platforms
• Campaign recognised within the industry, including a GEMA Awards nomination (2025)
• Reinforced The National Lottery’s positioning as a key supporter of grassroots football and community sport

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