From concept to kick-off

AXA and Nonsense wanted to shine a light on something they’d been quietly championing for a while: their support of walking football, particularly in the women’s game.

It was a partnership already making a difference - they just hadn’t shouted about it and the Women’s Euros (which they were also sponsors of) were the perfect opportunity to do so. 

That's where we stepped in.

To bring the initiative to life, we developed the creative approach for a short documentary centred on one extraordinary team: a group of women brought together by football, and bonded by their shared experience of cancer. Coming in at the pre-production stage, we worked closely with Nonsense to shape the story from the ground up - developing the film script, story structure, and tone of voice. We also built out a series of social-first content ideas to extend the campaign’s reach and impact beyond the film itself.

The result? A powerful, purpose-led story packed with heart, humanity, and one hell of a team spirit - and it didn’t go unnoticed, picking up press in Campaign, Grazia, and across wider media.