September 7, 2022

Earlier this summer, we travelled to Maidenhead to shoot our first-ever brand ad at the iconic White Waltham Airfield.

Using an out-of-service Airbus A330 cabin fuselage, we worked with IMG Studios and Camouflage to bring our idea to life.

Take The Game With You is a concept derived from our very own Creative Director Simon Pullinger, with the aim of building greater brand awareness around the unique experience of watching your favourite sports, live onboard your flight.

With the help of Daryl Goodrich, IMG Studios, and Camouflage, we have created our own content to tell our story, for the first time (see full list of credits at bottom of article).

My concept was based on creating a surreal personification of as many different sports as possible, interacting in a humorous way with a family and other passengers as they board a plane. The young boy sitting with his family ‘triggers’ the moment the line-up of athletes start to appear when he turns on Sport 24 on his inflight screen, eventually revealing a long line-up of athletes to board the plane from outside. The strapline “Take the Game with You” perfectly encapsulated Sport 24’s USP of delivering unmissable live sport even when travelling onboard at 40,000 ft.” Simon Pullinger, Creative Director, Sport 24.

View our full TAKE THE GAME WITH YOU ad here:

From squeezing an ice-hockey player (and all his gear) onto an aircraft, to having a real-life horse on set… it was certainly different from a day in the office!

Here's a first look at some behind-the-scenes from our shoot:

A special thanks to:

Creative Director: Simon Pullinger
Director: Daryl Goodrich
Producer: Nicholas Unsworth
DoP: David Meadows
Head of Visual Effects: Ross Greenless
VFX Artist: Chris Barralet
Sound Editor: Tony Wall
Offline Editor: Dan Merry
Online Editor: Rob Churcher

#TAKETHEGAMEWITHYOU next time you travel ✈️