— FOCUS

Internal Communications

Storytelling

— ROLE

Videography

— DATE

2025

Destination Sport Group operates many distinct sports brands that largely work in silos. To help unify the culture, there was a brief to produce a "Day in the Life" video series. However, there was a risk that focusing on processes or senior management, who are already highly visible, would feel too corporate and not engage the wider team.

My Approach: I identified the core objective: connection and proposed a pivot away from the original brief:

• The Shift: Instead of "Day in the Life," I pitched "Team Talks". A concept focused on personal storytelling and backstories rather than job descriptions.
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• The Talent: I advised against featuring senior leadership. Instead, we focused on employees at lower levels of seniority to ensure the audience saw themselves reflected in the content, to encourage a peer-to-peer connection.
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• The Execution: I identified staff with compelling backgrounds, designed interview questions to extract engaging responses, and managed the shooting and editing of the series.
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The Result: The series successfully humanised the workforce, breaking down the barriers between the brands. It delivered a set of engaging, watchable films that went beyond corporate messaging to build real internal culture.