‘PIT STORIES’
The only World Cup view focused on England fans’ underarms.
Football coverage normally follows the ball. For England’s World Cup clash with Norway, Rock Face pointed the camera somewhere else entirely. At the fans. More specifically, their armpits.
WHEN THE ARMS GO UP, WE’RE THERE.
Every goal. Every miss. Every save. Every VAR check. Every last-minute bit of agony. Football fans tell the story of a match with their whole bodies. And when something happens, there’s one reaction you can almost guarantee.
The arms go up.
So instead of filming the action on the pitch, we created Pit Stories, capturing the emotional rollercoaster of an England match through the underarms of the people watching it.
THE PIT SIDE VIEW.
A live Pit Side View camera followed England supporters throughout the game, turning their reactions into a stream of social-first content. Goals became arms in the air. Near misses became hands on heads. VAR checks became frozen pits. Penalties became unbearable stretches of tension. And every moment gave Rock Face a natural place in the story. Because when the pressure rises, so do your underarms.
The idea was designed around the full range of physical reactions a match creates, from pride and anticipation to euphoria, agony, relief and devastation. The original concept maps 24 different reasons for fans’ arms to go up during a game.
Austin Hamilton, Creative Partner at Unbound, says:
“Football sponsorship focuses on the pitch. We wondered what would happen if we pointed one back at the fans instead. Every England supporter tells the story of the match with their body. Every goal, every miss and every near miss is written across thousands of raised arms. It became the perfect place for a deodorant brand to tell its story.”
NOT THE PLAYERS. THE PEOPLE FEELING EVERY SECOND.
Most football advertising puts elite athletes at the centre. We put the supporters there instead. Each piece of content was triggered by what was happening in the match, transforming real fan reactions into an evolving portrait of the game.
Raw. Immediate. Sweaty. And a much more natural way for Rock Face 48 Hour Antiperspirant to show what it does when the pressure is actually on.
