Resource Type: Case Studies
Tag: Studios
Tag: Media & Entertainment
CASE STUDY
The Overlap - The Northern Home of Football
We had everything we needed in our in-house studios to become home to The Overlap, but we needed to design and craft the perfect space – a space that brought not only the luxury and gravitas that could house the range of Gary Neville’s guests, but also the down-to-earth charm that made the space feel both on brand for The Overlap and Gary Neville, and evocative and inviting for Northern football fans.
Resource Type: Case Studies
CASE STUDY
The Overlap - The Northern Home of Football
We had everything we needed in our in-house studios to become home to The Overlap, but we needed to design and craft the perfect space – a space that brought not only the luxury and gravitas that could house the range of Gary Neville’s guests, but also the down-to-earth charm that made the space feel both on brand for The Overlap and Gary Neville, and evocative and inviting for Northern football fans.
No one has heart for the beautiful game like northerners. So, in creating this space, we started with the very people we were trying to connect Sky Bet and The Overlap with: the Northern fans.
The challenge
We had to transform our Studios space into a set that would create nostalgia of years gone by and anticipating of the years ahead for the beautiful game.
A space where guests, including legends of the game, and the audience could feel as one, united by their love of the beautiful game.
The Solution
We carried out an in-depth qualitative research phase to codify that Northern footie aesthetic. In our study, fans reminisced about the smell of Bovril, the walk through the streets and past the chippy on the way to the ground, the cult footie figures they loved growing up, the key moments that defined them as a fan. This gave us something to bottle, to bleed into our set design and craft.
We turned to 90's street culture to inspire our set design, including replica street posters created by members of our Studios team.
The results
The Overlap won YouTube series of the year, podcast of the year, and averaged 3.2m views per episode. These awards and engagement figures prove we were successful in creating a space that truly became the home of northern football conversation and gave Sky Bet and The Overlap a leading role in football culture.