The Challenge
After the campaign film, the federation entrusted us with the photography of flag football, this time as an assignment of its own. The goal was no longer awareness but recruitment: making teenagers and athletes from other sports want to walk into a club. A still-confidential discipline has to look like a major sport before anyone can picture it as an Olympic one.
Our Approach
We photographed today’s athletes the way you photograph the ones people watch on television: stadium light, smoke in the colours of the flag, bodies in suspension and typography cutting through the frame. Every visual holds on a billboard as well as in a story, so that a young player seeing it imagines themselves in the athlete’s place rather than watching from the stands.
The Deliverable
A visual series under the line “Grab your destiny”, built to capture the excellence of today’s athletes and attract the talents who will shine at the Los Angeles 2028 Olympic Games. The federation now has a consistent image library it can extend season after season, where a recruitment campaign usually settles for a match photograph.
Project images
