Create the Portuguese Football Federation’s first ever World Cup campaign featuring the nation’s hero, Ronaldo. To inspire fans to achieve their dreams, not just on the football pitch but in their everyday lives.


Create a world cup campaign that didn't look like a world cup campaign. Something that was as much about Portugal as the football team. Craft a film with key illustrative visuals that could be used flexibly across social channels and merchandise.


A bold, multifaceted campaign drawing on all of The Mill’s capabilities. Delivering not just a film but a social strategy alongside physical merch for people to buy. Social assets were shared by Ronaldo on his personal instagram reaching over 180 million people during the Men’s World Cup.


Portuguese Football Federation


Portuguese Football Federation

Production Company

The Mill


Carl Addy, The Mill


Ideation / Creative Direction / Direction / Production / Design / VFX / Colour

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.


Client Federacao Portuguesa de Futebol
Client Of Marketing Nuno Moura
Creative Director Diogo Parrinha
Marketing Technician Diana Domingues
Production Company
Production Company The Mill
Director Carl Addy
Head Of Content/ EP Josh Davies
DOP Jallo Faber
Production Assistant Lucy Hawes
Service Company Zoom Films Lisbon
Executive Producer Duarte Gomes
VFX Production
VFX Production The Mill
Producer Evelyn O’Reilly, Rebecca Perry
Shoot Supervisor Brad Wood, Wes
VFX Creative
2D Lead Brad Wood
3D Lead Laurent Giaume
2D Artist Ahmed El-Azma & Richard Payne
3D Artist Dan Yargici, Luis Cancio, Andrew Bartholomew
Matte Painting Can Y. Sanalan, Rainer Stolle
Motion Graphics Kwok Fung Lam & Freya Barnsley