— FOCUS
Brand Strategy
Documentary Storytelling
Asset Management
— ROLE
Photography
Videography
— DATE
2022 to 2025
Inspiresport provide bespoke sports development tours, giving young athletes access to elite clubs like Real Madrid and Manchester City. Despite the high-value emotive product – living the life of a professional – the initial content briefs were purely functional. Documenting the logistics, facilities and signage to support sales presentations.
I proposed a strategic shift: Storytelling over showcasing.
- The Insight: The "product" isn't the hotel bed; it's the transformation of the child. Video and photography should lead with the emotional impact of the tour, creating empathy with the parents and coaches who hold the budget.
- The Solution: Move the camera away from the facilities and put the authentic experience of groups on tour at the heart of the content.
Rapport-First Methodology
Authenticity can't be staged. To capture genuine reactions from young athletes I developed a production methodology based on immersion rather than observation.
- Integration: I embedded myself with the touring groups.
- Trust Building: By prioritising rapport off-camera, I removed the barrier of the lens. This allowed for capturing unguarded, enthusiastic experience that felt natural rather than scripted.
- Scale: This approach was successfully rolled out across major partnerships including Real, Madrid, Manchester City, Bayern Munich, Inter Milan, Scottish Rugby and multi-sport tours in South Africa.
A Scalable Asset Library
The shift in strategy provided the marketing team with emotive assets that drove conversion, replacing functional assets with a high-impact narrative approach. Revitalising the company's visual assets.
- Volume & Scale: Delivered over 100 videos and 12,000+ brand-ready photos of their core products.
- Asset Infrastructure: Built a comprehensive library of proprietary content. Providing the team with immediate access to high-quality, legally cleared assets for web, presentations, brochures and social campaigns.
“He’s always taken the time to understand the business… being proactive in sharing new ideas and looking for ways we can improve what we do.”
Courtney Bushell, Head of Marketing – Inspiresport US