Human stories, shared passion
Bringing a brand’s football initiative to life through children’s experiences and fans’ voices.
01 / Audience & objective
During my time at Du Xiaoman, our team saw snooker and Chinese football as relevant interests among the small and micro-business owners we served. This understanding informed our choice of the Xi’an Grand Prix and World Cup qualifiers as brand communication settings.
The aim was to move customers through vivid, engaging content and encourage voluntary discussion and sharing—not simply chase trending topics or maximise views.
For the World Cup qualifier project, I worked on a supporter-group documentary and a post-match fan reaction video, both published on Du Xiaoman’s WeChat Channels account in June 2025.
02 / Approach
One event. Two human perspectives.
The documentary builds a narrative around children’s connection to football and their stadium experience; the short captures supporters’ immediate post-match emotions. Together, they bring a human perspective to the brand’s football communication.
03 / My contribution
Plan
Developed and followed up the supporter-group story; designed questions for fan interviews.
Produce
Coordinated documentary filming, visited the local school, and interviewed children. Approached and filmed fans for the short.
Publish
Edited and published the fan-reaction short, completing its end-to-end workflow.
After the final whistle
Concept, questions, interviewing, filming, editing and publishing.
Watch fan reactions ↗External WeChat links may require the WeChat app. Published by Du Xiaoman on 13 and 12 June 2025 respectively. Media belongs to the relevant projects and publishers.