HOW KNOWLTON BROUGHT CONSTANT CONTACT'S CHELSEA 
FC WOMEN PARTNERSHIP TO LIFE

HOW KNOWLTON BROUGHT CONSTANT CONTACT'S CHELSEA 
FC WOMEN PARTNERSHIP TO LIFE

with two creative interview formats

What We’ve Achieved 
for Chelsea FC & Constant Contact

  • Conceptualised and produced two complementary social-first campaigns: Small Business Spotlight and Quote-Off Challenge
  • Delivered 2 hero films (≈ 75 s) and 6 platform-optimised cut-downs (15-30 s, 9:16)
  • Showcased three first-team players in a single shoot, maximising 
talent time while capturing authentic chemistry on set
  • Supplied a bank of stills, behind-the-scenes snippets for ongoing 
social engagement

Quick Summary: Key Contributions by Knowlton

  • Crafted the end-to-end creative, aligning Chelsea Women FC’s community-first ethos with Constant Contact’s mission to empower small businesses
  • Engineered an efficient multi-camera shoot (one 16:9 master plus a roaming B-cam), allowing seamless post-production into vertical assets
  • Directed on-screen talent to draw genuine parallels between football strategy and entrepreneurial hustle
  • Produced two distinct yet thematically linked content pillars, each delivered with its own social tool-kit
  • Wrapped pre-production, production, and post in one streamlined sprint within the team’s training-ground facility

Introduction

Constant Contact wanted to celebrate its partnership with Chelsea FC Women by spotlighting the shared values of passion, planning, and community support. These qualities drive success both on the pitch and in the marketplace. Knowlton was tasked with turning this alignment into thumb-stopping video content that resonates with fans and small-business owners alike, all while giving the players a platform to flex their entrepreneurial spirit.

  • Devise an engaging concept that humanises both brand and athletes.
  • Shoot, edit, and deliver multi-format assets optimised for Instagram Reels, TikTok, YouTube Shorts, and LinkedIn.
  • Keep production lean but premium, capturing three players in a single studio day without compromising storytelling depth.

Behind The Scenes

The Solution

Creative Interview Formats

  • Campaign 1 – “Small Business Spotlight”
    Players reveal dream ventures, share bite-sized hustle advice, and shout out local businesses they love, linking teamwork on the field to grit in the marketplace.
  • Campaign 2 – “Quote-Off Challenge”
    A rapid-fire quiz where players guess whether inspirational lines were said by sporting icons or business leaders, raising branded paddles (Chelsea crest vs. Constant Contact logo). Each then coins her own ten-second mantra, inspiring fans to “power on”.

Well Thought Out Production

  • A-Cam (locked 16:9) delivered the hero frame, while B-Cam (roving left of talent) captured candid reactions and dynamic movement.
  • Every response and reaction was framed “clean” so editors could isolate vertical crops without quality loss.

Social-First Asset Suite

  • Hero Films (≈ 75 s, 16:9 & 1:1), purpose-built for YouTube and LinkedIn.

  • Six Vertical Cut-Downs (15-30 s, 9:16), optimised for Reels and TikTok, each centred on a single tip, quote, or blooper.
  • Stills, pulled from 4K frames for other organic social posts.

Well-planned Logistics

  • Consolidated pre-production (storyboards, call sheets, art direction) in a tight planning window.
  • Ran a compact crew to minimise footprint while capturing cinematic quality.
  • Built a real-time review feed so stakeholders could approve takes on-site, removing re-shoot risk and keeping the day on track.

The Challenge

One set, three athletes, two campaigns. A tight shooting window inside Chelsea’s schedule demanded flawless efficiency.

Content agility. Assets had to flex from widescreen hero edits to mobile-native verticals, all from the same footage.

Brand harmony. The videos needed to feel like genuine Chelsea stories while organically integrating Constant Contact’s small-business messaging.

Dual-audience appeal. Football supporters and entrepreneurs overlap less than you’d think, yet each video had to speak meaningfully to both groups.

Lessons Learned

Dual-audience appeal. Composing every shot with 9:16 crops in mind made the final edits seamless.

Gamified formats drive retention. Early qualitative feedback showed the Quote-Off Challenge held viewers attention.

Authenticity beats polish for athlete-led content. Off-script laughs and bloopers made the content feel more human.

Efficiency is key. Delivering two campaigns from one half-day shoot provided a lot of value to the client for their investment.

Conclusions

By fusing entrepreneurial insight with elite-sport charisma, Knowlton created a content series that positions Chelsea Women FC as champions of community growth and Constant Contact as the go-to partner for small-business success. The creative interviews show that with the right creative playbook, one efficient shoot can create a season’s worth of engaging, high-impact assets.

The Challenge

One set, three athletes, two campaigns. A tight shooting window inside Chelsea’s schedule demanded flawless efficiency

Content agility. Assets had to flex from widescreen hero edits to mobile-native verticals, all from the same footage

Brand harmony. The videos needed to feel like genuine Chelsea stories while organically integrating Constant Contact’s small-business messaging


Dual-audience appeal. Football supporters and entrepreneurs overlap less than you’d think, yet each video had to speak meaningfully to both groups

The Solution

Creative Interview Formats

  • Campaign 1 – “Small Business Spotlight”
    Players reveal dream ventures, share bite-sized hustle advice, and shout out local businesses they love, linking teamwork on the field to grit in the marketplace
  • Campaign 2 – “Quote-Off Challenge”
    A rapid-fire quiz where players guess whether inspirational lines were said by sporting icons or business leaders, raising branded paddles (Chelsea crest vs. Constant Contact logo). Each then coins her own ten-second mantra, inspiring fans to “power on”

Well Thought Out Production

  • A-Cam (locked 16:9) delivered the hero frame, while B-Cam (roving left of talent) captured candid reactions and dynamic movement
  • Every response and reaction was framed “clean” so editors could isolate vertical crops without quality loss

Social-First Asset Suite

  • Hero Films (≈ 75 s, 16:9 & 1:1), purpose-built for YouTube and LinkedIn

  • Six Vertical Cut-Downs (15-30 s, 9:16), optimised for Reels and TikTok, each centred on a single tip, quote, or blooper

  • Stills, pulled from 4K frames for other organic social posts

Well-planned Logistics

  • Consolidated pre-production (storyboards, call sheets, art direction) in a tight planning window

  • Ran a compact crew to minimise footprint while capturing cinematic quality

  • Built a real-time review feed so stakeholders could approve takes on-site, removing re-shoot risk and keeping the day on track

Lessons Learned

Dual-audience appeal. Composing every shot with 9:16 crops in mind made the final edits seamless

Gamified formats drive retention. Early qualitative feedback showed the Quote-Off Challenge held viewers attention

Authenticity beats polish for athlete-led content.Off-script laughs and bloopers made the content feel more human

Efficiency is key.Delivering two campaigns from one half-day shoot provided a lot of value to the client for their investment

Conclusions

By fusing entrepreneurial insight with elite-sport charisma, Knowlton created a content series that positions Chelsea Women FC as champions of community growth and Constant Contact as the go-to partner for small-business success. The creative interviews show that with the right creative playbook, one efficient shoot can create a season’s worth of engaging, high-impact assets.

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