Prioritizing the culture and camaraderie amongst players at all levels.
The video element of this campaign was our chance to place club-level players on the same stage as national athletes. This magnified a collective passion for the sport and elevated the role of the player, regardless of age, gender or skill-level. Most importantly, USA Field Hockey was positioned as an organization that prioritizes the culture and camaraderie amongst players at all levels. Mission scripted, shot and edited this "Where We Play" video content, which was deployed on social channels and corresponding microsite. It served as a bold rally cry for the entire brand campaign.
Where hard work beats talent.
At the center of the USAFH brand voice is family. This family is tough but not aggressive, inspirational but not too warm and fuzzy, and authentic to the experience of hardworking players everywhere.
Aspiration. Momentum. Camaraderie. Family. Tough. Authentic.
Showcasing real players, in action, conveys the momentum and excitement of participating in the sport. Our treatment elevated club team players to the national stage while simultaneously highlighting moments of teamwork. This acknowledged that individual experience and supportive family atmosphere of field hockey culture are both important facets of participating in the sport.
Photo / Video Shoot
Key Art Production
Showcase and celebrate national team athletes in an aspirational, yet relatable context.
The way we used athlete imagery allowed younger players to envision themselves as national heroes, and validated the position that experienced athletes hold as mentors for youth players.
Rallying players, coaches, parents and fans all in one place.
The Where We Play microsite was created within the framework of the Team USA website, and served as a tool to track the engagement of a very large target audience. This content effectively unites audience like players, coaches, parents, fans in one place and rallies each group around the same message. Social campaign strategy targeted youth and parents who showed a quantifiable interest in the sport. Our creative targeted prospective players by stirring a desire to join the excitement with compelling athlete imagery and motivational phrases.
Excitement Meets Engagement
Our campaign encouraged prospective players to see their opportunity to join the USAFH family, and to literally imagine themselves in the spotlight. Digital creative ignited excitement and reinforced the idea that this family works hard, together.