The challenge

Apple partnered with the Women’s Super League to bring its global #ShotoniPhone campaign to matchdays at scale.

It needed to;

• win over a passionate women’s football fanbase

• offer something broadcast coverage can't

• uphold Apple’s strict brand and technical standards

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The insight

iPhone's superpower isn't just picture quality and features. It's the ability to embed naturally and reflect the way people actually experience the game.  

My response

Defined a creative platform built around human perspectives leaning into behind the scenes access only iPhone can capture

• Translated WSL channel insights into a high performing social-first framework , with formats shaped around key match narratives

• Built and briefed a rotating team of photographers and filmmakers

• Led the work end-to-end, acting as brand guardian for both Apple and the WSL 

• Implemented a feedback loop to refine creative and ways of working based on data and feedback

Results

KPIs EXCEEDED

FULL SEASON ROLLOUT