Say what you mean, do what you love and fucking send it
Blending sport, music and women’s football culture
Sky Sports’ ‘Keep Up’ campaign was designed to channel excitement around the Barclays Women’s Super League (WSL). Creative agency McCann London remixed Stormzy’s Shut Up into a bold new track, Keep Up, featuring grime artists Nadia Rose, Yungen, Stefflon Don, and Bugzy Malone. The campaign video features star female England players exuding confidence and attitude. Fluoro was commissioned to create visual effects to move the campaign up a level in terms of cultural clout and graphic interest.
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Taking a graphical, experimental approach to the VFX, Fluoro helped blends sport, music, and culture in a way that feels more progressive than the typical men’s football campaigns. Fluoro’s visuals reflect the fast-paced energy and cultural crossover that is redefining the women’s game.
Fluoro’s visuals reflect the fast-paced energy and cultural crossover that is redefining the women’s game.
Engineered ‘glitches’ bring a low-fi ‘realness’ that makes the campaign stand out against a sea of over-produced shiny digital content. A nuanced layering of effects gives the film energy and cultural currency, reinforcing the connection of the sport with lifestyle.
Fluoro amplified the campaign’s bold, dynamic tone – one that speaks to a new era for women’s football, injecting vibrancy into the sport while pushing boundaries with an experimental visual style.
