A CELEBRATION OF THE ADOBE WOMEN’S FA CUP FINAL 2025
Client: The FA
The Brief
For the second year running, we partnered with IN MOTION COLLECTIVE for The FA to produce a pre-final celebration of women’s football — honouring the rituals, creativity, and community that surround the women’s game.
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THE SOLUTION
We wanted to take the event in a completely different direction and create something inspired by the locker room and rituals that players have pre match. We designed an immersive evening experience that brought together fans, players, and creatives to celebrate the spirit of the Women’s FA Cup Final.Guests were invited to take part in interactive moments including lucky charm creation, match day fortunes, and prize giveaways, blending tradition and playfulness in equal measure.
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Venue: Secured a striking venue — a complete contrast to 2024’s aesthetic — providing a blank canvas for full creative transformation.
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Creative Direction: Developed a bold concept inspired by the key motifs of the pitch and locker room, reimagined to create a stylish, immersive event environment.
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Hospitality: Curated a premium food and drink experience — an elevated twist on match-day favourites like pies and hot dogs.
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Cultural Programming: Collaborated with leading female hosts and DJs to ensure the event felt authentic, relevant, and celebratory.
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Creating a Moment: Delivered an unexpected highlight with a live choir performing locker-room anthems including Pink Pony Club and Unwritten.
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Interactive Experience: Designed playful touchpoints for guest engagement — from a lucky-charm station and grabber machine to a lucky-envelope wall with prizes including final tickets.
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Delivery: Oversaw the entire journey, from creative concept and production through to flawless on-the-day execution.
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SERVICES PROVIDED
Creative Event Concept
Event Production & On-the-Day Management
Art Direction
Talent Programming, Booking, Contracting & Liaison
Project & Budget Management
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