Newcastle United Foundation shoot

ADI Create Inspirational Films For Newcastle United Foundation Awards

ADI created a series of powerful video stories for Newcastle United Foundation’s ‘2022 Building Foundations Awards’ to help showcase the inspirational achievements of four 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 four 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 incredible received by the 400 attendees on the night, which included Newcastle United co-owners Amanda Staveley and Mehrdad Ghodoussi, the club’s CEO Darren Eales and Sporting Director Dan Ashworth.

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.’


The films also went down well online. Shared across various social media platforms by both the Foundation and Newcastle United, the films have so far generated 141,607 impressions and 13,503 engagements.

This is the second time in consecutive years that ADI have been commissioned to produce films for the Foundation’s annual Awards ceremony. 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.

Paul Hirshman, Producer at ADI, explained: “The Foundation wanted to use visual storytelling to bring their case studies to life. The four individuals were completely unique, so the tone for each film had to vary based on the narrative of the story we were telling. Some of the stories were extremely sobering and hard-hitting, while others were a little more light-hearted. 

“We also knew that we had to keep the audience in the room engaged throughout all four films. To do that we had to inject lots of creativity into each shoot and deliver the messages in a concise but interesting way, which, based on the client’s feedback, I think we managed.

“As always, it was great working with the Foundation staff, who are doing inspirational and life-changing work within the community.”

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.

“ADI produced a powerful campaign that was befitting of the inspirational stories that were told. The feedback we received from both internal staff and guests has been overwhelmingly positive, with many saying the case study films were the best they’ve seen. From brief through to delivery, working with the ADI team was an absolute pleasure and we look forward to using their expertise again in the future.”


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