Co production & filming
We worked closely with POW TV to make the series. Each episode tells the athletes' stories honestly. We captured their journeys and their personal and professional triumphs.
Driving Force: empowering female athletes & championing equality in sports
We tell stories that challenge the status quo and champion equality. We co produced the acclaimed ITV and Sky Sports series "Driving Force" to empower women on and off screen. Judy Murray hosts the docuseries. It ran for two successful seasons and celebrates female athletes who changed sport.
- Client
- ITV and Sky Sports with POW TV
- Location
- UK
- Services
- Co production, PR, Partnerships, Schools tour
The series promotes gender equality. It follows the personal and professional journeys of world leading female athletes. We are a female led production company, and equality matters to us. We wanted to show these athletes' challenges and successes and give them the recognition they deserve. Their stories inspire future generations and open up the conversation on equality in sport.
Pioneering Change
"Driving Force" goes into the lives of some of the world's most successful female athletes and what drives them. It features boxing champion Katie Taylor and athletics star Denise Lewis. It follows their journeys, challenges and triumphs. The show pushes for equality in sport and inspires women to chase their passions.
Promotion & PR strategy
We ran the PR strategy that put "Driving Force" in the public eye. A highlight was the feature on Piccadilly Lights. It drew attention to the series and its message of equality.
Driving change beyond the screen
Driving Force reached beyond television. We took it on a school tour across the country. The tour brought the series' message to young people and started conversations with students. It encouraged young women to chase their passions and break through barriers.
Join us
We believe storytelling can change society. We care about great production and about equality. If you want content that challenges perceptions or lifts underrepresented voices, our team is ready to work with you.
Case study
Driving Force Social Media Campaign
The 'Driving Force' social media campaign built buzz around the ITV show. We created a rich content library and partnered with world leading female athletes and established brands. The campaign drove social media engagement and viewing for the show.
1 million
Content Shares
Over 1 million shares
- Increased Engagement: Significant boost in social media engagement, driving viewership
- High Profile Collaborations: Partnerships with top female athletes, Sports Direct and Aston Martin
Content Creation
- Created a variety of engaging and shareable content, including videos, interviews, behind the scenes footage and athlete spotlights.
- Focused on telling inspiring stories and highlighting the achievements of world leading female athletes.
Athlete Collaborations
- Collaborated with renowned female athletes such as Katy Taylor, Eni Aluko and Dina Asher Smith to create compelling content.
- Produced exclusive interviews and feature videos showcasing the athletes' journeys and insights.
- Leveraged the athletes' social media presence to amplify the reach and impact of the campaign.
Strategic Partnerships
- Partnered with Sports Direct to distribute content across their extensive platform, reaching a wider audience.
- Utilised Sports Direct's social media channels and in store screens to promote the 'Driving Force' series.
- Collaborated with Aston Martin, the show's sponsor, to create co branded content that resonated with luxury and sports audiences.
Social Media Engagement
- Designed the content to be highly shareable, encouraging fans to spread the word about the show.
- Implemented interactive elements such as Q&A sessions, polls and contests to foster community engagement.
- Monitored and responded to audience interactions, creating a dynamic and engaging social media presence.
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