MANUTD.COM
I'm a lifelong United fan. A London Red.
So it was something of a dream gig to get to work on a pitch to rethink and redesign the global platform for my favourite football team.
Especially as our arch-rivals, Man City, had set the industry standard.
Mood film for the pitch.
I was brought into Razorfish to generate and present design and content ideas, in two weeks. Working with a crack team including Steve Thompson (ECD), Alex Grey (CD), an art director and a video editor, I created the vision for the global football brand across all digital platforms.
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Our idea was 'Around the World, Around the Clock, We Are United.' We imagined three fans around the globe, with differing needs and levels of support - from casual fan to superfan.
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We created a timeline of their interaction with the brand on different digital touchpoints, in different time zones, and the content they would desire - from podcasts to foreign press reports, what the fans' thought to what the official club line was. This storytelling approach informed the design, and the subsequent video we made (which I wrote).
We also created a beautiful book (tentatively titled the 'Book of Dreams') as additional pitch collateral.
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They asked to see the video twice, and then requested a copy to show Alex Ferguson. We won the pitch, before falling foul of costs, procurement and legal.