FIFA WORLD CUP
‘FORGET HISTORY’
Client: ITV
Role: Creative Lead / Concept / Scriptwriting
Brief:
The brief was to challenge ITV’s traditional approach to major football tournament campaigns and create something bold, contemporary and capable of capturing the spirit of the nation.
Insight:
Rather than revisiting England’s footballing history and past disappointments, we saw an opportunity to look forward. A new generation of players represented a new chapter for England — giving us a clear, optimistic point of view and a flexible creative platform that could work across multiple formats and audiences.
Creative Idea:
We turned that thought into ‘Forget History’ a bold, mixed-media campaign that challenged the nation to stop looking back and start believing in what could happen next.
I led on concept development, creative execution and scriptwriting, working across the hero TVC and subsequent social-first content. The campaign extended beyond broadcast through bespoke films created with football creators The F2, alongside social content packed with Easter eggs and references designed to reward football fans and encourage engagement.
The result was a cohesive campaign that demonstrated how a strong strategic idea could translate across TV, social and creator-led content, while giving ITV a more contemporary and culturally relevant voice around England football. The campaign went on to receive industry recognition and win awards.
SOCIAL
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