We were asked to shoot a series of videos, for England Rugby’s new campaign to get people back into rugby, as coaches and referees.
For the live action sport elements, we used steady-cam and GoPro action cameras, to record the dynamic kinetic action of participating in sport. For interview sections we placed staff interviews in rugby stadium stands, changing rooms, and on the rugby pitch, to reflect the feeling of being in a sports club. We wanted to reflect the feelings the rugby game, especially the inherent passion, and sense of community. It was also a call to action video, so we needed to create a package that would be engaging to viewers, and would be easily identifiable for the target audience.
To coincide with the rugby world cup, the campaign was a big success. It went online, within the main organization’s website, and with an additional a micro-site created. A large number of people taking up the challenge, to engage in rugby at the grass roots level.