Goal Power! A video project about women’s football for Brighton Museum 

Nice work with global clients on a day-to-day basis and we enjoy and appreciate the scale and diversity of the content we have the opportunity to produce. Every now and again, we have the privilege of working closer to home with local organisations. This year, Brighton Museum (part of the Royal Pavilion Museums Trust) got in touch with a request to collaborate on a project that we were extremely excited to be a part of.  

To coincide with Brighton & Hove being a host city for the UEFA Women’s EURO 2022 tournament this summer, Brighton Museum have been working towards the launch of their summer exhibition: ‘Goal Power! Women’s Football 1894 – 2022′. The exhibition pledges to shine a light on the stories of women who have changed the game of football from within, and is a call to action – encouraging visitors to keep up the momentum of change.  

Brighton Museum asked for our support to produce three videos. Due to the uniqueness of each video, this case study looks at each of the three video projects one-by-one.  

  1. The pre-launch animated promo 
  1. The exhibition video 
  1. The post-launch promo 
  1. Pre-launch – Animated Promo 

Challenge 

There was a need to promote the exhibition before the exhibits had been installed in the museum. They came to us with a request for a video asset that could be shared primarily on social media – in a square format but also in portrait for use in Stories on Instagram and other social platforms.  

The biggest part of the challenge was the short-form length of 15 seconds. How could we communicate everything that needed to be said in 15 seconds? 

Solution 

We identified immediately that this video would need to be post-production-heavy – due to the lack of existing visual assets. It was exciting to discover that the museum were working with UnitedUs on the visual identity of the exhibition. In the early stages of being briefed on the video project, we had no idea what that visual identity would look like but we knew that it would mean we had visual guidelines and assets to work with and build upon – an unknown but promising start to the project!  

When the visual identity for ‘Goal Power!’ was finally shared with us, we were not disappointed. The vibrant, bold, graphical style lent itself to motion graphics animation immediately and we couldn’t wait to get started. 

Script 

The final video doesn’t include any voiceover or any talking heads. However, a script was still entirely necessary. The script in this case was the blueprint for ensuring that the animated video communicated the key messages. Some messages are explicit e.g. the dates of the exhibition in the call to action at the end. Some messages are implicit e.g. by juxtaposing the ‘old’ with the ‘new’ to tell the audience that the exhibition features stories from different eras. 

At a high level, these are the three key messages we wanted to communicate with this video: 

  1. There is an interesting history to women’s football 
  2.  Women’s football today is bigger than ever before and growing 
  3. Learn more at the ‘Goal Power!’ exhibition 

Before we went into production, we produced an animatic (which is essentially a ‘moving storyboard’) in order to demonstrate to the client how the video would flow and develop throughout the 15 seconds. Once signed off, the video went into the post-production phase. 

Post-production 

We were aware from the outset that this would be a post-production-only piece. The storyboarding / animatic approach meant that the final stages were straight-forward – motion graphics animator needed edit according to the pre-defined script and design. This process also included sourcing some music that had the right energy – i.e. upbeat and energetic.  

The video 

  1. Exhibition video  

Challenge  

The curator of the exhibition was keen to welcome visitors with a piece of video content. 

The exhibition itself consists of a collection of stories from 23 women (I.e. a football squad quantity!) who have had an impact on the women’s game. The vision for this video was that it would include as many of those 23 women as possible.  

Of course, it’s not the case that all 23 of the women were conveniently located in Brighton & Hove, and available on the same day. So, with limited time and resources, we set out to find a way to include as many of the women as possible. The logistics behind this video were time consuming, but worth it.  

Script / concept 

The museum provided a script that captured the main message and call to action of the exhibition. The basic concept was that Nice Media would film as many of the individual women as possible, reading the script. And that the final cut would be a montage of all of the women reading the script – pieced together to make a whole. 

This is the script: 

“This is more than an exhibition. This is a call to action. 

Meet our dream squad. 23 women who have dedicated their lives to the ‘beautiful game’. 

Share in their stories of resistance, perseverance and above all, a love for football that defies boundaries set by others. 

There are stories of friendship, of seeing the world, of exciting experiences. 

But also stories of taking a stand, raising their voice, kneeling and protesting to challenge injustice and inequality. 

Football has the power to change lives and to make a better world beyond the pitch. 

But it is also used as a tool of repression and hate. 

Let’s celebrate 2022, this is an amazing year of women’s football. 

But let’s also pledge to keep moving forwards, to keep the momentum of change going. 

These are just a few of the many women who have fought for the right to play. 

At the heart of every story is a girl who simply wanted to kick a ball and be the best that she could be.” 

Production 

Some of the contributors were filmed in a studio, some were filmed in their own living rooms, and some were filmed using video conferencing production facilities from locations all over the world including LA and Copenhagen. All contributors received direction and support with set up, framing, lighting and sound which ensured we generated a consistent level of production quality. The result was that we gathered 19 contributor videos – all different, but the same, which really added to how dynamic we could make this simple concept feel. 

Post-production 

Design and motion graphics gave us the ability to add another layer of interest to the video – to keep it dynamic and engaging. The visual identity of the exhibition was used to stylise the piece – using the colour palette and bold lines to give interest to each frame. 

As each of the contributors had read the same script, it was possible to give the illusion of the entire cast saying the same thing at the same time – which we used once for impact. Or on other occasions, two or three people saying the same thing at the same time. Note that this sounds easy – but we did choose the line in advance and every contributor was directed to read that particular line at the same pace as the first contributor – in order for the timings to work. 

Finally, a version of the video was created with a BSL interpreter and sub-titles, making the piece accessible to deaf and hearing-impaired visitors.  

The video  

The video features as an exhibit at the exhibition. In the image below you can see how the video is presented on a big screen as people enter the exhibition. 

  1. Post-launch – Exhibition Promo 

Challenge  

The client was keen to produce a piece of video content that showcased elements of the exhibition, as soon as physically possible. In addition, they were keen to hear some of the voices involved with the exhibition and use these to tell the audience why they should consider a visit to ‘Goal Power!’. 

Solution 

The curation of the exhibition was working towards a clear deadline; the exhibition opening date of 18th June 2022. In addition, there was a scheduled press launch and private view on 14th June for the media and for the exhibition contributors to attend.  

Nice Media therefore scheduled a shoot day for 14th June, when we knew for sure that the exhibition itself would be ready to be filmed, and also when we knew we would have the potential to interview a number of contributors in situ. 

Script 

As always, even though we would be aiming to generate authentic responses from the interviewees, we knew that we needed a script / blueprint. This ensured that we captured content that was meaningful and contained the key messages that the museum wanted to communicate to the audience.  

Production & post-production 

The video was filmed by small crew from the Nice Media team. The footage of the exhibition and the interviews were filmed in handheld documentary style on a Sony FS7 – therefore very high production values.  

The video was edited with the original blueprint in mind. A narrative was constructed from various women who had been featured in the exhibition, including the curator of the exhibition and the Head of Women’s Football at the FA, Kelly Simmons. In addition, the cutaways showcase the look and feel of the exhibition, and give an insight into the kinds of exhibits on display.  

The video 

THE RESULT 

Client Testimonial

We’ve just had the great fortune to work closely with Nice Media on three videos for our exhibition, Goal Power! Women’s Football 1894-2022, at Brighton & Hove Museums. The team at Nice Media were amazing. They worked with us on designing a creative brief for the project as we weren’t sure exactly what we wanted. They took on board all of our ideas and shaped them into a workable project, within our budget. They then coordinated a range of people across the world to participate in the exhibition film via online technology. The team made people who were not used to being on camera feel at ease and the end result is an emotive, moving introduction to our exhibition. They also worked with our marketing team on a pre-launch and post-launch promo video. The team were incredibly responsive, interested and super creative. I would highly recommend them as a company to work with.

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