Client: Switch The Play
Client Background
Switch the Play was set up in 2014 by a group of sport specialists and former sportspeople. In 2020 we gained charity status, allowing us to help more people than ever before. Our mission is to empower sportspeople to plan for and manage a successful transition to life outside of sport. Working with sports organisations and athletes we support, educate and develop sportspeople, during and beyond their sport career.
Project Brief:
Former professional rugby player Donnie Macfadyen is planning to take on the World’s Toughest Row from California to Hawaii in 2027 in order to raise awareness for Switch The Play, and STP asked if Focus Shift Films could support them with video content to promote Donnie’s story, his challenge and their charity.
Creative Approach:
Shoot Set Up:
- With Donnie now living on the Isle of Arran and FSF being based in South Wales – we decided that Manchester was about the middle ground and a good place to meet. Before arriving to film with Donnie, both him and Daniel spent time talking on video calls so that FSF could fully understand Donnie’s story and structure the shoot and questions to pull that info out.
- With our trusty Sony FX30 we were able to capture an interview with Donnie in 4K, using the water at Salford Quays as a backdrop.
- With the interview in the can, FSF then worked with Donnie to find the best photos he has that help to paint his story, and also made use of World’s Toughest Row video content in the public domain on YouTube. We also sourced stock footage to help tell the Donnie’s story – using 4K video of various elements showcasing depression, addiction, recovery and mental health we were able to paint a picture for some of the most challenging parts of Donnie’s story.
- Using a gritty style and overlaying grunge elements and light leaks we developed a gritty look and feel for the content.
- By bringing together Donnie’s open and honest telling of his story, photos from across his life and career, and WTR footage showcasing the challenge Donnie plans to take on – we were able to develop an engaging video that will capture the attention on audiences online and help drive the campaign to find a crew, raise money and train for the challenge ahead.
Strategic Impact:
- This suite of content is being used across social media in order to create engagement for both Donnie and Switch The Play, highlighting the next steps at each point. Donnie must find a team, then raise money, buy a boat and train ahead of the gruelling 2027 challenge.
- FSF continue to support both Donnie and STW with advice and have offered to film once again when the next stage of the project begins.
Distribution:
