THE CHALLENGE

OFF!, a health brand, partnered with Liverpool FC and star player Roberto Firmino to launch a co-branded campaign. The challenge was to create a film that honored both worlds—health and soccer—without feeling like a forced collaboration. It had to resonate with Liverpool's passionate fanbase while reinforcing OFF!'s brand identity, all while satisfying two distinct clients and two agency stakeholders (Almap and BBDO).

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THE STRATEGY

The creative approach centered on authenticity. Instead of generic branded content, the film needed to feel raw, energetic, and true to the culture of soccer. The narrative would focus on the grit and intensity of the sport, using visual language that felt undeniably real—not polished or corporate.

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MY ROLE

I was brought in to lead the visual narrative and direct the film. My job was to fuse the two brand worlds—health and sport—into a cohesive visual story that felt genuine and compelling. This meant navigating creative direction across two clients and two agency teams, aligning stakeholders on tone and execution, and ensuring the final work honored both brands without compromising either.

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THE IMPACT

The film successfully launched the partnership, resonating with Liverpool FC's audience and strengthening OFF!'s association with passion, performance, and authenticity. It demonstrated that co-branded work doesn't have to feel transactional. It can be bold, culturally relevant, and emotionally true.