Seven minutes into the Women’s Rugby World Cup Final, Ellie Kildunne dropped her shoulder, sliced through six Canadian defenders, and scored the game’s pivotal try. Delivering not only victory for England, but one of the most iconic moments in the sport’s history. It was a moment that echoed across the country, lighting up stadiums, pubs, and living rooms alike. It also brought huge smiles to those behind the scenes, particularly at Asahi, the official beer sponsor of the tournament. Ellie Kildunne was the face of Asahi’s global campaign, as the brand looked to position rugby in a new light. This was more than a tournament sponsorship; it was a cinematic rebrand of the sport itself. And for Asahi, it was a dream scenario.

Clockwise’s Role in the Campaign

As specialists in sports video production and branded sports content. Clockwise was brought on by agency partner Octagon to deliver on two key fronts:

  • Agile Video & Photography Teams
    Across multiple match days and activation events, we provided an agile crew of sports videographers and photographers to capture the campaign’s energy. This elevated approach to sports event production helped align perfectly with Asahi’s mission. Not just to sponsor rugby, but to reimagine how it’s experienced visually.
  • Rapid Turnaround Campaign Edit
    The second challenge was a high-stakes one: to deliver a polished wrap film within 48 hours of the final whistle. This final piece brought together a rich mix of branded sports content, campaign assets, and match-day footage into one cohesive, cinematic commercial that celebrated both the victory and the journey.

A New Chapter for Rugby — On and Off the Field

As Ellie broke free of the Canadian defence in front of a world record crowd, it wasn’t just the culmination of a lifetime of dedication. It marked a turning point for women’s rugby. A moment of global attention, cultural relevance, and lasting visibility. It was also a proud moment for everyone behind the lens. This campaign was a true collaborative effort between agencies, athletes, producers, and creators. All working together to present rugby in a bold new light. At Clockwise, we’re honoured to play a part in these kinds of transformative campaigns. Where the craft of sports video production meets the emotion of the game, and the power of story meets the speed of delivery.

Very, very cool wrap film! It’s a great showcase of a brilliant campaign.