Field The Future

CULTURAL CONTEXT
In Canada, girls face an uphill battle to feel like they belong in sport. Despite growing participation, the systems around them haven’t caught up: media coverage is unequal, funding is inconsistent, and role models are scarce. The result? Girls often feel like when the reach a certain age that sport isn’t “for them.”
Visa launched their Play & Stay program to help close this gap and support girls to help keep playing.
THE PROBLEM
Girls in Canada drop out of sport at twice the rate of boys. Even if they have passion for the game, they don’t feel represented, supported, or encouraged in the same way as their male peers.
Visa approached us with a brief to drive awareness of their Play & Stay program. But awareness wasn’t the real issue – belief was. If we wanted to make a lasting impact, we needed to help girls see a future in sport they’ve never been shown before.
Our solution was Field the Future, an AI-powered stunt that visualized each girl’s potential in sport, based on her own dreams, passions, and personality. The emotional reveal was captured on film and premiered at a Canadian Women’s National Team match at BMO Field, where the girls, their families, and their teammates watched themselves on the big screen — and saw what’s possible if they continue playing.