ABOUT

BT Sport realised that simply uploading edits from their broadcast material wasn't how to contribute to the thriving, online sports culture. So they asked us to help them create their first digital first content. I facilitated a workshop using the core principles of great YouTube content as the platfiorm to generate idea for what that could be. The output was What I Wore.

The insight: interviews with footballers are boring. All their modern media training desrisks the possibility of them saying anything too interesting. So instead of asking them to talk about themselves why not ask them to talk about the shirts they've worn in their careers? Suddenyl it's like talking to a different person, their guard comes down and they're willing to share more personal stories than you could ever expect from a standard interview.

The format wasn't just a one off success, with the first episode with Rio Ferdinand gaining nearly a million views in its first week. It is an ongoing stalwart of the YouTube channel.