TO SELL A GAME WITH NO VISUALS
I SAW WHAT THE PLAYERS DO

Football Manager is the best-selling PC game of all time, with a hard core following. However, the game had gained a reputation for being a time-consuming, life-eating pursuit. I had to change those perceptions, and position the game as one that could be loved by any true football fan. To do this, I stripped back the reasons for playing the game, down to one powerful emotive reason: Being a football manager is, quite simply, the greatest job on earth. The campaign was rolled out across outdoor, print & online advertising. 

I also created a web trailer which is to this day still hailed by FM fans as one of the greatest trailers ever.