SPORTS BRAND & CREATIVE
Creative Testing: Global Football Development
TOTTENHAM HOTSPUR FOOTBALL CLUB
Exploring two distinct creative routes to engage different audience motivations for Tottenham Hotspur Global Football Development.
This project explores two creative approaches for promoting youth training experiences, each designed to appeal to a different audience mindset.
Rather than a single execution, the work considers how tone, composition, and messaging can influence engagement in a performance marketing context.
Year
2026
Project Type
MARKETING | KEY ARTWORK | CAMPAIGN
Route A: Elite & Aspirational
VISUAL APPROACH
TONE
AUDIENCE
MESSAGING
Clean composition, player focused
Focused, serious, performance-led
Parents of more committed / aspirational players
Outcome-led, aspirational
Route B: Playful & Inclusive
VISUAL APPROACH
TONE
AUDIENCE
MESSAGING
Collage of moments, high energy
Fun, social, accessible
Parents of younger players or less football-engaged kids
Experience-led
Creative Rationale
Two creative routes explore contrasting audience motivations.
The playful direction uses energy and layered moments to drive attention and accessibility, while the elite direction applies a more focused hierarchy to emphasise aspiration and credibility.
Key messaging is prioritised differently across each — with value-led callouts such as the included kit given greater prominence in the elite route to better support more intent-driven audiences.
Together, they demonstrate a performance-led approach — adapting creative to intent, balancing impact with clarity, and enabling scalable use across formats.
