ECB

WE GOT GAME

Part comms, part advertising, fully placed in culture.

Women’s football is miles ahead of the woman’s cricket game when it comes to youth relevance. The ECB needed to shift perceptions and spark interest among a new generation that didn’t know or care for the game. We focused on personality first, profiling each girl and finding what made them interesting outside of cricket.

We brought in a range of creators and I worked closely with each one, co-developing ideas that would land best on their platforms. It wasn’t about pushing cricket. It was about creating cultural connection.

Alongside directing the ‘Our House’ shoot, we ran six months of content that built momentum toward the biggest women’s match of the season. We rebranded Lord’s, the Home of Cricket, as Our House and brought everyone who had been part of the journey to the event. It wasn’t just a match, it was a movement.