One of my proudest achievements was self-funding Every Step of the Game, a rugby-themed spec film built to break into the sports content space.
I’d long argued that clients rarely hire creatives for things they haven’t already done and after years of trying (unsuccessfully) to convince past employers to invest in spec work, I decided to put my money where my mouth was when I launched my own business.
As a long-time rugby player; and now in business with an even bigger sports nut we knew our dream clients were in sports and adjacent markets. I used my own savings and called in favours from talented collaborators I’d worked with over the years to bring the project to life.
I directed the shoot myself, pulling in teammates who were happy to help in exchange for beer and pizza. It was a leap of faith that pushed my skillset and strained the budget but it paid off. The finished film landed well, caught the attention of prospective clients, and played a key role in securing long-term work with Monster Energy and Reign Body Fuel.
The film itself aimed to contrast moments of anticipation with raw physicality focusing on the small details that define performance and the sheer force behind each movement. At the heart of every scene was the rugby ball, a constant presence — much like Gilbert, the imagined brand behind the film, whose balls and equipment are woven into the fabric of the sport.
