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You’ve Never Seen England Like This

To rally the nation to get behind the squad for the 2022 European Championships, we celebrated and championed The Lionesses by introducing their strengths through a series of projections on England’s most iconic landmarks. This was not AI or photoshop. We went out and did these IRL.

Each place we chose for the projections has a strong cultural meaning that’s connected with the personalities and skills of the players on and off the pitch. Lucy Bronze, whose middle name is “Tough”, represents power on the Battersea Power Station, the captain Leah Williamson was projected on Tower Bridge, creative Keira Walsh – on the National Gallery, defender Demi Stokes – on the Thames Barriers, and incredible performer Georgia Stanway was celebrated on the Royal Opera House.

The Lionesses give us a chance to see English football in a way we’ve never seen before. Which is why we reclaimed the iconic symbol of English football – The Saint George’s Cross and reimagined what it means in context of the English women’s football team. The red of the cross has been pulled and bleeds into the athletes, so it stays recognisable but symbolises new talents, new attitude, and new hope for the entire nation.

We were picked up on the BBC, The Guardian, The Sun, The Mirror and a few other British newspapers that support the women’s national team.