Women’s football is here to stay. Watch This was built to make people feel it. The campaign invited the nation to experience the intensity and joy of the WSL and WSL2, a season powered by world-class talent, fan energy and a movement that keeps growing. Voiced by Ian Wright and brought to life with Coffee & TV, the film and wider creative world captured the swagger and electricity of the modern women’s game.

Idea
The WSL sets the pace at the top of the sport, but the soul of the game lives in grassroots football - the local teams, late-night sessions and the communities that give the league its identity. As Junior Creative at Anomaly, my role focused on grounding the campaign in that reality, exploring how the professional world connects back to the women who have shaped the culture at every level.

Solution
I developed early creative routes centred around community and identity, bringing focus to women’s teams across the UK. I sourced imagery, carried out outreach and gathered visual material that captured the diversity, heart and passion of grassroots football. I also wrote supporting copy that delivered the bold, movement-led tone of the WSL, helping build a world that felt lived-in, energetic and unmistakably part of the women’s game. Watch This turned anticipation into action, celebrating football that is fearless, powerful and rooted in the communities that built it.