1,200%
growth vs previous Games
7.4m
reach across video content
+collabs
athletes & creators activated
City-wide
activation & fan content
Who we designed content for
Local families First-timers deciding whether to attend — wanted logistics, value, “is it worth it?” and kid-friendly magic.
Casual sports fans Dipping in for big moments — needed highlights, simple schedules and last-minute prompts.
Superfans & diaspora Following specific sports/athletes — athlete interviews, behind-the-scenes and medal stories.
The challenge
Dozens of sports, multiple venues, ceremonies and culture — high volume, fast approvals, and the need to sell tickets while sustaining national pride.
Ops at scale
- On-the-ground content hub with daily sprints and live performance monitoring.
- Clear clip routing: capture → cutdowns → caption templates → publish → measure.
- Stakeholder alignment across sport, culture and city partners; fast creative approvals.
Our approach (4S, scaled for major events)
Share Seed the right clips into the right communities (local groups, national outlets, athlete channels).
Support Remove friction: schedules, way-finding, tickets/CTA, “what’s on now/next”.
Smile Ceremony magic, mascots, fan reactions — moments people want to save and send.
Show Behind-the-scenes with athletes, venue transformations, city branding coming to life.
What we shipped (and what it did)
| Deliverable | Example | Outcome |
|---|---|---|
| Ceremony hero reel | Opening Ceremony Bull clip | Local pride & national press pick-up; drove event discovery. |
| Athlete interviews | Gymnast interview | High completion; strong saves among club audiences. |
| International star collab | Indian star interview | Reach into diaspora communities; cross-posting uplift. |
| City branding stories | Library of Birmingham dressed in B’22 branding | UGC wave; “I was there” shares; venue footfall cues. |
| Real-time guides | “What’s on today” schedule clips & captions | Reduced info friction; supported last-minute ticketing. |
What it looked like
Sample reels
My role
I led on-platform content and social operations on the ground — directing the daily content sprint, setting the reel/shorts formats, briefing creators, and aligning captions/CTAs to ticketing and schedule priorities. I balanced ceremony-scale moments with sport-specific coverage so families, casual fans and superfans all saw “their” Games — and knew what to do next.