Manchester City's charity project CitizensGiving is about nurturing local talent. The Young Leaders campaign set out to spotlight young people in six cities worldwide, Ghana, Mumbai, Philadelphia, New York, Melbourne and Manchester, where the club runs football schools, each facing its own challenges.
Instead of flying a large crew around the world, a single DOP travelled and produced each city's clips with local freelancers. The approach is resource-friendly, supports local creatives and keeps quality consistent across every location.
We built the Young Leaders campaign and the "Choose your Cause" charity story into a set of films, then cut social-ready assets played online and inside the stadium. Through Manchester City's channels, with around 50 million followers worldwide, fans discovered the young talents and the causes behind them.