3 part branded entertainment docu series aired on TNT sports:

Creative team, Elliot Lee and Rory Peyton Jones at McCann London came to Josh and Luke Exell with an idea, to take virtual skills and test them in the high stakes real world of professional sports. The idea was strong, but they needed a way in. How do we tell this story without making it feel like a gimmick and how do you show it so people choose to watch, rather than feel like they’re being sold to? We knew straight away that it needed to be more than just a short film or a bit of BTS. The documentary was the idea.

We wrote a three-part series, producing and directing it for TNT Sports and YouTube. By treating this campaign like programming, not advertising, we changed the narrative around brand storytelling. What started as a big, headline-grabbing idea became a journey that bought audiences along for the journey. That shift is what drove the campaign’s impact and helped it become one of the most awarded ideas globally, including a Cannes Titanium Lion and AdAge Campaign of the Year.

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