This was an ambitious project from the initial concept through to the final delivery, and to ensure that the piece powerfully communicated an inspiring message which encapsulates the passion and determination of the Portuguese players in the context of their local heritage, we’ve chosen to work with Mill+, and director Carl Addy.

Throughout the rhythmic spot we see a number of motivational sayings appear over each scene which Carl brought to life through a variety of hand drawn designs which become almost like emblems. These designs have also been used on various promotional materials for the team.

In Carl’s words, ‘Portugal is a nation rich with culture. To say that any of these football stars are self-made may be true but it misses the nuance of heritage. The spot’s main goal was to pay homage to the people, the generations of wisdom passed down in strange sayings. This film is a love letter to language, the power of phrases refined and adapted over time, incredibly visual, humorous and revealing.’

Conquista O Sonho means ‘Conquer Your Dream’. This film has a kinetic edit of found phrases all connected in a surreal dreamlike tone. The frenetic edit and surreal transitions work together to create a high action yet dreamlike quality that unites different voices and places from across the country. By allowing the spot to become an outlet for the nation’s nervous anticipation, we hoped to remind them that each one of them is connected by heritage, sons and daughters of conquerors.