The Brand: Portugal National Team

The Campaign: Nations League 2025 Campaign

Brand Challenge: The challenge was to create a campaign that could truly engage Portuguese fans for the Nations League, using only photographs and videos captured by the National Team’s official photographers and videographers. These behind-the-scenes materials are authentic but often lack the polished, high-production look of traditional advertising. The goal was to craft films that would electrify the fans, even with a low-cost, resource-conscious approach.

Strategic Approach: In today’s digital landscape, fans themselves are powerful creators, sharing raw, heartfelt content that captures the real spirit of the team. Inspired by this, we set out to produce campaign materials that felt as authentic and intimate as the best fan-made edits on YouTube or social platforms.

We focused on:

A “Fan-Made” Look and Feel: Embracing a more organic, less polished visual style, reminiscent of content created by passionate supporters.

Powerful Voiceover: A strong, emotive voiceover to guide the narrative and amplify the emotional impact.

Modern Editing: Modern editing techniques that enhance the raw footage, giving it a contemporary edge while keeping the content feeling real and personal.

Creative Approach: Real, Raw, Intimate

The creative approach centered on authenticity and emotional connection. This style not only made the campaign relatable and engaging but also maximized the value of the existing footage, proving that powerful storytelling does not require big budgets—just genuine passion and creativity.

This approach was brought to life through three distinct films:

One film promoted the Final Four, capturing the anticipation and excitement leading up to the crucial stage of the tournament.

Another film promoted the Final, focusing on the team’s journey and the emotions on the eve of the decisive match.

A third film celebrated the Winners, highlighting the triumph, unity, and joy of victory.

Each film maximized the value of the existing footage and photography, giving fans a behind-the-scenes look at the team’s spirit and proving that powerful storytelling does not require big budgets—just genuine passion and creativity.