We led a small team of specialists dispatched from Los Angeles by Beats CMO to tell the story of the Rugby World Cup. To deliver, we partnered with Beats Global ECD, the team at R/GA and Hustle, and a vast array of creative talent on a wild odyssey to decode the driving spirit of rugby and translate it into a full suite of brand films, social content, sidestory spin-offs, OOH activations, city takeovers, and more.
We focused our storytelling efforts to highlight the journeys of 3 flagship teams as they prepared for the main event in Europe. With a focus on England, France, and New Zealand, we coordinated the demanding schedules of athletes across the globe - with the goal of establishing a portal into the lives of each athlete and team as they hardened their bodies and sharpened their minds.
This global campaign and world tour stretched us from England to Spain, France, New Zealand, and Australia, even an unintended stopover in Singapore. Cast and crew easily surpassed a thousand people around the globe. This was a herculean effort, and we were thrilled to lead the charge.
