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.
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.
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.
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.