World Cup Campaign for FPF

Concepted and directed by The Mill’s Carl Addy, the film cleverly interprets traditional Portuguese phrases through a mixture of beautifully shot live action elements, alongside original and bold illustrations.

We were on hand from the initial concept through to the final delivery, ensuring the piece powerfully communicated an inspiring message which encapsulates the passion and determination of the Portuguese players in the context of their local heritage.

Throughout the rhythmic spot we see a number of motivational sayings appear over each scene which Carl brought to life through a variety of hand-drawn designs which become almost like emblems. These designs have also been used on various promotional materials for the team.

Carl adds that “Portugal is a nation rich with culture. To say that any of these football stars are self-made may be true but it misses the nuance of heritage. The spot’s main goal was to pay homage to the people, the generations of wisdom passed down in strange sayings. This film is a love letter to language, the power of phrases refined and adapted over time, incredibly visual, humorous and revealing.

Conquista O Sonho means ‘Conquer Your Dream’. I wanted this film to be a kinetic edit of found phrases all connected in a surreal dreamlike tone.The frenetic edit and surreal transitions work together to create a high action yet dreamlike quality that unites different voices and places from across the country.By allowing the spot to become an outlet for the nation’s nervous anticipation, we hoped to remind them that each one of them is connected by heritage, sons and daughters of conquerors.

It also acts as a reminder to everyone that it is not by chance that this team finds itself as future champions but it is in their blood.”

You can view more of Carl’s work via his Creator Profile and get in contact with our Mill Direction team here.