BT x UEFA EURO 2028 Launch Campaign

I devised the creative concept and led the development of the campaign treatment for BT’s UEFA EURO 2028 campaign, fronted by Frank Skinner alongside football talent including Izzy Christiansen, Helen Ward and Rachel Corsie.

I shaped the overall visual and creative identity of the campaign - developing the stylistic direction, tone, visual references and creative approach, while guiding production partners to ensure the final execution captured the intended energy, humour and cultural relevance.

Working across creative, PR and brand teams, the campaign was designed to position BT at the centre of a nationally significant cultural moment, blending technology, football, entertainment and fandom in a way that felt accessible, modern and distinctly British.

The campaign generated more than 96 pieces of coverage across business, consumer, sports and trade media, including Reuters, Financial Times, The Times, The Guardian, The Sun, TechRadar and Yahoo News, alongside 11+ interviews with BT executives and campaign talent. It was also featured in The Creative Salon.

A brilliant example of integrated storytelling - bringing together culture, sport and entertainment to create both national conversation and standout creative.