Playing for my Nation: Producing a regular personality-led series, telling the stories behind the biggest stars in the world of Hockey


To bring Hockey to new audiences we realised we needed to build stars and tell their stories in engaging and easily consumable ways. Professional hockey is largely focused around the international game so we decided to focus their life stories around that moment of walking out on the pitch to represent their country.


We were retained by Watch.Hockey to use social campaigns and digital content to promote their new OTT platform. In addition to building hyper-engaged communities within the social channels, it also meant providing brilliant content that was exclusive to the app. We knew the hardcore fanbase wasn’t huge, so we needed to make sure that anything we created was also bringing people deeper into the Hockey ecosystem and enticing them to stick around. This series was therefore built around high production values that weren’t previously common in the sport and focused on insightful storytelling narratives that encouraged people to become more invested in what happens next.


Our team on the ground at major Hockey events will plan ahead with the participant nations to book time with one of their major players. We find an area within the stadium and set it up with coloured lights to create a background that represent the featured nations. Players are asked bespoke questions about their lives and careers and we make sure we have a specified camera on them during their next match and training session for paint.


We create a long-form edit that is released exclusively on the Watch.Hockey app. We also create social media cut downs to help drive people to the full episode on thefaEQ app and create short-form clips to give to the player, national team and international federation to promote the player, the content and the app.

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