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For UEFA’s campaign to celebrate women’s football, the brief was clear: “Celebrate women’s football in a way that shows girls and women are strong, brave, and skilled, while also highlighting the social joy of playing football together.” This project was about more than just athleticism—it was about capturing the camaraderie and empowerment that football brings to women and girls.
Shot in Portugal with a range of talented players, including the Sporting Lisbon women’s team, Mike was brought in as the football choreographer to design the football action and help bring the director’s vision to life. The challenge? Overcoming language barriers and ensuring that the Sporting Lisbon players, along with others less familiar with football, felt confident and at ease.
Drawing on his experience as both a coach and choreographer, Mike was able to build rapport with the players, ensuring smooth communication and effective collaboration. For the professional players, Mike used his coaching skills to get the best performance out of them, while for those newer to the game, he focused on creating a relaxed environment where they could simply enjoy the experience.
The result was a vibrant and empowering campaign that celebrated both the athletic skill and the social bonds of women’s football, perfectly aligning with UEFA’s vision.
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