ADI Create Inspirational Films For Newcastle United Foundation Awards

ADI created a series of powerful video stories for Newcastle United Foundation’s ‘2024 Awards’ to help showcase the inspirational achievements of five North East community members.

Working closely with Newcastle United Foundation, an independent registered charity supported by Newcastle United Football Club, ADI shot, directed and edited five short films that told the remarkable stories of each of this year’s winners. 

The films premiered at Newcastle United Foundation’s Building Foundations Awards; an exclusive, black-tie gala recognising the remarkable children, young people, families and older generations who have created positive change for themselves and the region. 

The emotional stories were incredibly received by hundreds of attendees on the night, which included Newcastle United co-owners Amanda Staveley and Mehrdad Ghodoussi, the club’s CEO Darren Eales, Sporting Director Dan Ashworth and several Newcastle Utd 1st XI squad.

One of the guests said, ‘the videos were amazing, really well edited and very engaging’, while another claimed that ‘this year’s videos were more powerful and cleverly linked back to the staff that supported them.’

Since 2015, ADI have worked with the Foundation on a variety of projects, including videos for the last three award evenings. We think the results speak for themselves:

Bringing a brief to life

ADI’s Studios team worked closely with Foundation staff to define the creative briefs, firstly to understand the individual stories of each of the award winners and then to define styles, story arcs and shoot locations. To broach some of the more difficult topics and taking into account the personal needs and limitations of the project’s collaborators, the interviews were conducted in a sensitive manner with questions carefully crafted in advance.

Chris Stott, Producer at ADI, explained: All five case studies were unique, with their own personal stories, some of which were deeply moving. Our brief was to capture those emotions and convey them back to the audience, making them feel part of the journey and showcase the amazing progress each of them have made.

Everything from the questions asked during interviews, to the lighting and music were all steered towards making the stories as emotive, compelling, and inspirational as possible. Based on the feedback from the client, we achieved that, with them noting that there were plenty of watery eyes in the room.

Getting to know each of the award winners over the two-day shoot was a real privilege for myself and the team. And their enthusiasm and willingness to share, made us even more motivated to do their stories justice.

We have formed an excellent working relationship with the Newcastle United Foundation over the years, and we feel a real trust from them to deliver this kind of project to a high standard.”

End-to-end Production

From storyboard through to edit, ADI were responsible for all aspects of the video production cycle, which enabled their talented in-house Production team to take the brief and brand guidelines, and put their own creative stamp on it.

By teaming up with ADI, the Foundation were given unique access to a multi-talented team of camera operators, producers, broadcast journalists and editors, who combined their skills to deliver a high-quality end-to-end service. ADI’s Studios Division have crafted content for over 373 football matches already this season as part of the wider matchday operations and have an unrivalled knowledge of football and what types of content will reach the target audience.

ADI have built a strong relationship with the Foundation in recent years, having collaborated on several bespoke projects that highlight the array of life changing community initiatives that are being delivered.

“The videos were shared last night at our event and the feedback on the night and this morning has been excellent. Guests and staff here noted the real emotion conveyed and there were plenty of watery eyes in the room.

The response to Kim's video in particular was fantastic. One of our guests bid thousands of pounds on one of our NUFC hospitality auction lots to donate it to Kim and her family. She couldn't be happier.

We're hoping it's been a record-breaking night of fundraising, and the videos are key to making this possible. It was a genuine pleasure to work with Chris, Shaun, Chris and Amy last month and we very much appreciate the adaptability, care and experience you all bring to a shoot and edit.”


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