Football Camp Promotion
Aileen Whelan
Video Production
2025
About
I was tasked to produce a promotional video for Aileen Whelan (former Leicester City Women captain), supporting the marketing of her girls’ football camps. The objective was to create an engaging piece of content that would increase awareness, showcase the camp experience, and ultimately drive sign-ups for her summer programme.
Filming took place at Aileen’s former school in Rugby, adding a personal and authentic layer to the story.
Approach
The creative direction focused on positioning the camps as fun, inclusive, and player-focused, rather than purely technical training sessions.
To achieve this, I:
- Conducted an on-camera interview with Aileen to highlight her journey, values, and passion for developing young players
- Captured interviews with players attending the camp to provide genuine, peer-led testimonials
- Filmed dynamic b-roll footage of sessions in action, focusing on enjoyment, energy, and participation
- Mic’d Aileen during a live drill, allowing real-time audio capture of her coaching style and interaction with players
This mic’d segment became a key storytelling moment, showcasing a fun dribbling activity and reinforcing the positive, engaging environment she creates.
Content And Creative
The video was designed to feel natural and aspirational, with a strong emphasis on:
- Smiles, interaction, and player engagement
- Aileen’s personality and coaching approach
- Real moments rather than staged content
The combination of interview, live audio, and energetic visuals helped position the camps as both high-quality and welcoming for all abilities.
impact
- 3,500 views on Aileen’s Instagram
- 64 sign-ups to the summer football camp directly linked to the campaign
This demonstrated a strong conversion rate, with the video successfully turning engagement into tangible participation.
Related work
Football Council Recruitment Campaign
Rewind Social Media Campaign
Coach Spotlight Campaign
Faith In The Game: Ramadan Project
Young Volunteers Event
