East London Ladies FC ⸻ “The New Gaffer” | Live from January 2025
Role | Creative Direction: Concept Development, Copywriting, Art Direction, Film Directing and Editing
Team | Martha Omasoro (Writer/Director & Editor), Jade Keshia Gordon (Photographer), Charlie Firth (DOP), Emmanuel Benjamin (Colourist)
10 Years. 11 Teams. 150+ Players per week.
East London Ladies FC was celebrating one woman’s impact on grassroots women's football over the last decade. I had the privilege of learning and documenting her journey as a player, then transitioning to a coaching position, taking on the responsibilities of an 'Agony Aunt' for her community and lastly, cementing her legacy with 4 of her players now playing for professional teams.
Special thanks to Gung Ho Group for gifting New Balance boots for the talent, RICH LONDON for Viv’s styling and our friends at COPA90 for supporting the release.
Media Mentions; Soccerex, Beyond the Pitch, Since 71 and Inside World Football.
The Documentary
A 10 minute documentary titled ‘The New Gaffer’ in which Viv shares her story, where she details her journey as a player, transitioning into coaching and the legacy she has been building in her community, which has enriched hundreds of girls and women in London.
The New Gaffer | Trailer
An introduction of The New Gaffer, aka Viv Jeffers.
The New Gaffer | Photography
Meet Viv Jeffers, the Co-Founder, Lead Coach and Manager of East London Ladies FC. Or otherwise known as 'The Godmother', 'The Agony Aunt' and 'The New Gaffer'. Photography by Jade Keshia Gordon.
The Motto | Trailer
Exploring the philosophy that impacts the team through a series of short-form interviews and a photo series that celebrates the diverse network of players she’s trained, played and developed. Alongside predictions and stories of some of the team's longest-standing members - to find out what this motto individually means to them.
The Results
To further amplify East London Ladies FC and their legacy, the campaign picked up coverage in Soccerx, Beyond The Pitch, Since71 and Inside World Football. The documentary release received support from COPA90.
Distributed across Instagram, X, and YouTube. The campaign amassed the following total results:
Instagram and X: Video Plays: 19,447 | Accounts Reached: 31,631 | Impressions: 34,224 | Watch times: 20 hours 45 minutes 35 seconds
Youtube: Views: 135 | Watch time (Hours): 5.9 | Average View Duration: 2:36 | Average View Percentage: 26.20%