The Daily Record approached us to help promote their Scottish football coverage on TV and digital. We took the thought that most of the SPFL coverage tries to replicate the English leagues. But what we wanted to focus on was all the little touch-points that make being a Scottish football die-hard.
That led us to writing a love letter to Scottish football called Ode to the Diehard. A rousing film celebrating the amazing and the mundane that makes Scottish football, Scottish football.
We had to travel around every Scottish football ground in the top league (plus Hibs) in an intensive shoot. We chose to shoot the stadiums on anamorphic lenses (like a Western) to make the mundane seem epic.
To go with the campaign we did reactive digital billboards with lines that corresponded with the area they were shown in and the game that was on that weekend.