What sporting imagery can teach brands about storytelling

They say a picture paints a thousand words but, for me, sports imagery can capture a thousand emotions. 

Whether it’s the pure joy of crossing the line first, the pain of an athlete falling just short of the finish, or the agony as a footballer’s penalty sails way over the bar, it’s all there for us to see. It’s real, and it’s beautifully raw. 

Sports imagery can capture a thousand emotions.

All of life is reflected in sport. So, naturally, we see all of life in sporting imagery. From the massive highs to the desperate lows, it’s on display in a visceral way that people can’t help but relate to. 

Above: Paul Gascoigne's tears at the 1990 World Cup semi-final captured the pain of England's talismanic player. 

This power is something that brand marketers can learn from - the power of authenticity. Capturing that moment and bottling that emotion is incredibly impactful. So, what can sports images teach us about storytelling? After the summer of sport we’ve had, from the Euros to the Olympics and beyond, here’s a few thoughts for marketers to make their moments matter.

Never fake it until you make it

There are basically two kinds of sporting imagery: editorial and staged. Editorial is what’s captured live; the action on the pitch, that winning putt, or the adulation of the joyous crowd. It’s capturing what’s in front of you, undirected and alive. This has enormous power. Think of Paul Gascoigne, and one image generally comes to mind – those Turin tears after the 1990 World Cup semi-final. The tears were real, and my God did we feel them. 

Think of Paul Gascoigne, and one image generally comes to mind – those Turin tears after the 1990 World Cup semi-final.

Then there’s staged content. The shots that are set up, often for PR or marketing benefit. Whether that’s a new player signing, a brand campaign or a peripheral event or activity, it's not about sporting action or emotion, but the periphery of sport. 

When David Beckham signed the deal of a lifetime and joined Real Madrid, the set-up shot of him in that beautiful white shirt with the turf backdrop became immediately iconic. This superstar was joining one of the greatest teams on earth, taking him to a whole new level. In the image, beautifully constructed, he literally glows.

Above: David Beckham's staged photoshoot when he signed for Real Madrid catapulted Golden Balls to even greater fame. 

Other versions of this staged shot began appearing, but with his name on the back of his shirt in both Japanese and Mandarin – him looking over his shoulder, still unmistakably Beckham, shot specifically for the Far East market. These images took him and the moment into a whole new market - literally - and a whole new level of fame. The set of photos became a moment for the world and crucially, never pretended to be anything other than a scripted PR opportunity. That was their power.

Unicorns can be real

Fast forward to the 2018 World Cup. One of the best remembered images, shared countless times, wasn’t that of a Messi wonder goal or a piece of Ronaldo magic, it was shots of a young England team on inflatable unicorns, messing around together in the pool. 

What made it so special? It said so much more than any strategic thought piece would have done. It depicted humanity, happiness, togetherness and fun - everything that the team had become void of over the years. It made people smile and brought the players closer. The England team and its players were relatable again. They were just like us.

Never, ever fake it until you make it. You can’t ever recreate those genuine moments, so don’t try.

As the official FA photographers for the England team that year, Wonderhatch got to truly understand the players, their personalities and the new culture that was being created. We got that a rift had developed between the team and the fans, but also recognised the amazing work that was going into rebuilding that relationship. Crucially, we understood the power of photography and how imagery can bring people together. Capturing that image for the FA of young footballers, simply having a good time with their mates and being themselves, helped achieve this. 

Both types of images, whether editorial or staged, can powerfully communicate an idea or feeling. But what’s vital is that neither one ever pretends to be the other. Never, ever fake it until you make it. You can’t ever recreate those genuine moments, so don’t try. Generic shirts, rent-a-crowds trying to pass off as the real thing - it simply won’t wash.

Above: Wonderhatch's imagers for Aveeno were both strong and sensitive. 

Stay true to your messaging and your brand

When we work for a client, brand authenticity is what we always strive for. That means making content that feels like the client has made it themselves. Content that works, cutting through so the consumer feels the brand is talking directly to them in a genuine way. That is where the good stuff happens. 

We need to create content that connects with people on an emotional and visceral level. It’s what we did recently alongside Ogilvy for Aveeno, a brand whose core purpose is to care for sensitive skin. The campaign was about showing the rawness and realness of human sensitivity. This work featured celebrities/influencers who are seen as strong - a lawyer, an athlete, an ICU nurse and a stylist. We captured them talking candidly to camera about their own strengths, and about what sensitivity means to them, and through the stills we shot. 

Taking inspiration from Irving Penn, we photographed each of the women within a clean, stripped back corner set – providing a ‘safe space’ with none of the ‘outside world’ interfering – which was reflected in the props/set dressing sitting outside of the set. The set itself was purposefully exposed, with the raw edges and frames visible to show it for what it was – no frills, 100% authentic.