Brought on as a brand and content consultant during a pivotal, transition moment in one of the football’s most legendary video games. My task was to bring FM to life, improve their cultural relevance, and to move their content positioning from advertisers to storytellers.

To do this, I first produced working hypothesis—working with internal teams and focus groups—a detailed analysis of current ways of working and SWOT. After that, I created an in-depth brand strategy document and creative strategic document which sought to revolutionise the way Football Manager told its story in the market ahead of the release of FM25 and then helped the various teams implement these strategies into their work.

In addition to my strategic work, I also functioned as a creative director, helped oversee the brand’s visual refresh, worked on helped supervise an updated TOV, and acted in a mentor capacity for the marketing team.