UEFA and Disney’s Europe-wide grassroots ‘Playmakers’ joint programme to increase participation in girls and women’s football was promoted with a mixed live-action and animated launch film.
Inspired by Disney films and characters and targeting girls aged between five to eight years-old, the film features a group of young girls taking part in a Playmakers session.
Developed by creative agency Frame and production studio Eyebolls, the spot features voiceovers explaining why they choose to play football.
They video shows them learning football through play and storytelling and is enhanced by animations like lightning bolts, smoke trails and stars.
The campaign was teased with a trailer,
Playmakers Trailer from EYEBOLLS on Vimeo.
before the full-length film launched.
Playmakers from EYEBOLLS on Vimeo.
The campaign was created by agency Frame where the team included creatives Callum Robertson and Simon Parker, Creative Services Director James Pais, it was directed by Richard Oliver, executive produced by Victoria Watson, produced by Bethan Leckie, with Production Manager Italia Bianco, DoP Gavin White and Steadicam Operator Sean Corbett.
The drone was was handled by Aerial Frontiers with First AC Michael Neal, Second AC Keir O’Donnell, DIT Ian Marrs, with sound by Robert McDougall. The gaffer was Mark Ritchie, the stylist was Karen J Shields and the runner was Calum Duff.
The cast included kids from Mount Florida Primary School, plus Karen McConnell of the Scottish FA and the spot was shot at Toryglen Football Club with stills photography by Joe Connolly, illustration and animation by Jenny Jokela, VFX from Saul DeMoritz and Thomas Selway, the colourist was Mark Horribon (Big Buoy), plus sound design and mix by John Vick of Finiflex Recording Studio.
Comment:
Yet another example of the blending of entertainment and sport, this joint Disney and UEFA Playmakers initiative itself is an instructive and inspirational football-centric sporting activity like no other which offers a fun and safe way to learn the game.
Aimed at inspiring girls aged between five and eight through movement, play and the magic of Disney’s storytelling, the aim is to empower young girls and aims to promote being healthy and confident, making friends and learning important life skills all through falling in love with football.
Playmakers is the result of research on the most effective coaching methods and learning environments for girls to learn and enjoy sports.
Links:
UEFA
https://www.instagram.com/uefa_official
https://www.linkedin.com/company/uefa/
https://www.youtube.com/user/UEFA
Disney
Frame
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