US Women’s National Team World Cup
WHAT WE DID
Since ’91, the US Women’s National Team has been on top of the world– with more Olympic medals and World Cup wins than any other country. As they approached the chance to make history again by winning their third consecutive World Cup, we were tasked with kicking off their journey with a campaign that would excite and inspire their fanbase.
Creative Concepting
Photo & Video Production
Organic Social Media
STRATEGY
Team USA uniforms serve as a symbol of pride for team and country, representing sport and patriotism. With all of our divisions, Americans still unite over two things: sport & being the best. And the most American thing out there is the US women's football team.
Football is a force for good, universal language, form of expression, and ultimately: a source of joy and hope. And this year, hopes are high!
CREATIVE CONCEPTING
To show that progress is all connected and that each generation inspires the next, we highlighted iconic players past and present such as Michelle Akers, Mia Hamm, Kristine Lilly, Brandi Chastain, Briana Scurry, Abby Wambach, Carli Lloyd, Megan Rapinoe, Alex Morgan and many more. Production design set up a locker room, dressing each locker as though it’s frozen in time and featuring the jersey and possessions of trailblazing players throughout history. The camera panned from locker to locker, jersey to jersey, and clips of their noteworthy moments on the field were spliced in between. Before we get to the 2023 USWNT Jersey, we end the spot with the current roster of athletes as if to ask, “Who comes next?”
The campaign video was narrated by Natalie Portman, actress and Angel City cofounder, and produced by a nearly all women team.
PHOTO & VIDEO PRODUCTION
Our nearly all women production team created 2 videos for the USWNT’s social media. The first was a narrative driven manifesto piece and the second was a jersey reveal video highlighting product details.
For the longer-form video, we set up a locker room museum for the team, dressing each locker as though it’s frozen in time and featuring the jersey and possessions of trailblazing players throughout history. Props included awards, personal items like books they enjoyed, and pieces indicative of the era in which they played, like cassette tapes. The camera panned from locker to locker, jersey to jersey, and clips of their iconic moments on the field were spliced in between. With a manifesto voice over from Natalie Portman, actress and Angel City cofounder, the video ended on a frame of the newest jersey, ready to be worn by the next game-changing player.
For the full reveal of the new home jersey, we sought to capture fan attention through a captivating and, dare we say, sexy Reel focused on macro b-roll of the shirt’s details. Taking inspiration from sleek, thirst trap-esque makeup and car ads, our team used a montage style video to highlight each unique feature of the ‘23 jersey — the paint splash design, gold logo and jock tag, crest, and inner pride collar.
ORGANIC SOCIAL MEDIA
Social media content was all about building the hype around the team’s journey to the World Cup in addition to the jersey reveal. In addition to the 2 videos, static carousel posts were shared, describing some of the jersey’s nods to moments in USWNT history.
Copy was generally shorter to reflect the tone and writing style of the USWNT page while remaining informative about design inspiration and giving context and color to the pre-established Always Possible messaging we explored in the manifesto. The majority of this work was featured on Instagram, and earned a lot of positive engagement with comments expressing how much of an emotional impact the content had.
JERSEY REVEAL
For the full reveal of the new home jersey, we sought to capture fan attention through a captivating and, dare we say, sexy Reel focused on macro b-roll of the shirt’s details. Taking inspiration from sleek, thirst trap-esque makeup and car ads, our team used a montage style video to highlight each unique feature of the 2023 jersey — the paint splash design, gold logo and jock tag, crest, and inner pride collar.
