Competitive to the Core: Our Experience producing football content at St. George’s Park

It’s been a good year for football content production. Now the Euros is in full swing and the nation is gripped, it’s the perfect time to release our most recent project that took us to the heart of English football, St. George’s Park training facility. Here we had the unique opportunity to film some of the nation’s top players, as part of a content day organised by the FA. 

The Challenge

We only had one hour with the players, so it was key to build rapport, engage them in a competitive game, and capture high-energy content. Working with our clients, Wrigley’s Extra Chewing Gum and the sports agency Octagon, we devised the ‘Gum Games.’ The game involved sliding packs of gum along a custom-built table into numbered point zones, pitting two players against each other, while the third acted as the referee. The goal was to create a fun and competitive activity that not only entertained but also prominently featured the Extra gum brand.

This assignment came with its own set of challenges and expectations, but with over 35 years of dedicated football media consumption under his belt, Director Dan Higginson and the rest of the Clockwise team rose to the occasion. We set up aerial cameras, bespoke lighting rigs and a custom built props. 

ENGAGING The Players

Creating social content is an essential part of the package for England players. It’s our job to make it an enjoyable experience, engaging the players so their personalities shine through and ensuring they represent the brand in a positive light.

Our trio of England legends consisted of Kyle Walker, Jordan Pickford, and Conor Gallagher. We were lucky enough to have worked with Conor and Jordan in the past. We knew that they were both fiercely competitive and had good on-screen presence. Despite the demanding schedules that day, which included multiple filming slots with varying production outlets, the players brought incredible energy and enthusiasm to the project.


Kyle Walker, taking on the role of the referee, was instrumental in setting the tone for the game. His humour and passion were evident as he guided Jordan Pickford and Conor Gallagher through three rounds of Gum Games. The camaraderie and genuine relationships between the players shone through, making the content authentic and engaging. Conor Gallagher emerged victorious in the competition, thanks to Kyle making Jordan take shots blindfolded.

“The most satisfying element of this shoot was handing over the ref whistle and cards to Kyle Walker and just letting him run with it. You can see from the content just how genuine the players’ relationships are, despite playing for rival teams domestically.”

Dan Higginson – Director


The final output was an extensive social content package, tailored for various social media platforms. The content was subsequently approved by the FA and England football team, and posted across their channels during England’s group games at Euro 2024, ensuring maximum reach and engagement. The end result was high-energy, fun, and genuinely competitive football content production that showcases the players’ personalities and the playful spirit, as requested in the brief.

Dan added, “I believe we successfully engaged the players, tapped into their competitive nature, and delivered content that resonated with fans, whilst delivering the brand requirements.”

Stay tuned for more exciting projects in the world of sports and culture.