Team GB
Winter Olympic Social Campaign
The Challenge
With the road to the 2026 Winter Games underway, Team GB wanted to get more people excited about snowsports by pulling them deeper into the world of freestyle moguls.
The ask was to reach beyond the usual Winter Games audience, using social first content to spark interest and curiosity, supported by a bold YouTube hero film.
The catch? The athletes were right in the middle of pre-games preparation. Remote location, access was tight and time limited. We had just one day on snow, embedded inside an Olympic training camp at Ruka Ski Resort, to capture everything.
Who knew a mogul ski slope was so steep!
“I only really see moguls every four years, and while it looks amazing, I don’t really know the speed, challenge or difficulty involved.’ ”
The Insight
Diving into the world of moguls, we realised very quickly just how serious this discipline really is. The speed, impact, precision and physical toll are on another level. Spend a few minutes watching elite training and it becomes obvious these athletes are operating right on the edge.
From an audience point of view, the relationship with moguls is surprisingly shallow. For many of us it’s the discipline we see once every four years, and beyond it being the ‘the sport where the skiers’ knees get absolutely battered’ beyond that we don’t know much.
‘I only really see moguls every four years, and while it looks amazing, I don’t really know the speed, impact or difficulty involved.’
Without context or connection, awe never fully lands.
It is a discipline that reads as spectacular but distant. Broadcast angles flatten the experience, and without context or familiarity with the athletes, it is hard for mainstream audiences to build real appreciation or connection.
The Idea
Put the athletes front and centre and let them lead.
This was designed as a social first campaign from day one, built to live natively across TikTok and Instagram, with each piece feeding into a longer YouTube hero film. Short, fast and entertaining on social. Deeper and more immersive in long form.
By building the content around Makayla Gerken-Schofield and Matéo Jeannesson, we created a format where they could challenge each other, explain the discipline in their own words, and bring viewers into the mindset of elite mogul skiers. Their personalities, rivalries and insights became the hook, helping audiences connect with the sport through the people competing at the highest level.
POV was the creative anchor. Not just to look cool, but to shift perspective and build genuine awe, education and appreciation for moguls. By placing the viewer inside the run, the speed, impact and technical difficulty instantly became more understandable.
To support this, we needed fun, social native graphics that helped demystify the sport in seconds. Simple prompts, visual callouts and playful annotations highlighted key moments, explained judging, and translated elite performance into something instantly digestible for scrolling audiences.
What We Did
We embedded ourselves with Team GB at an Olympic training camp in Finland, filming on location in Ruka in the middle of winter. Conditions were raw and unpredictable. Icy landings, heavy snowfall and flat light were a constant, and the weather was something we had to work with rather than around.
With just one day with the athletes on snow (they were right in the middle of pre-games preparations!), we worked closely with them and their coach to build a production plan that fitted around an intense training schedule. Every run counted. Our approach was lightweight, flexible and athlete first, ensuring we captured what we needed without disrupting preparation or performance.
From a technical standpoint, the focus was on perspective. POV rigs placed the audience inside the run, letting them feel the speed, rhythm and impact of moguls in real time. FPV drones allowed us to move with the athletes down the course, delivering fluid, high energy visuals that are perfectly suited to short form social and vertical platforms.
We combined these techniques with remote camera setups to capture multiple angles in a single run, maximising output despite limited time and tough conditions. This allowed us to deliver dynamic, scroll stopping content while preserving the authenticity and intensity of an Olympic training environment.
The result was a body of work shaped as much by the realities of elite sport and winter conditions as by creative ambition. Unpolished, immersive and true to what moguls actually feels like.
