Cadbury had been in women's football for years. The brief kept defaulting to promotion mechanics. We pushed for something different — proper stories about the people who made the biggest names in the game who they are.

Leah Williamson's nan. Lauren James's brother. Katie McCabe's dad. Jill Scott's first coach. Intimate, unscripted, shot in places that mattered to them. It took years of client relationship building to get the green light. When it finally ran it reset how Cadbury approached football entirely. Still running beyond the agency.