Shane Williams Handoff Challenge

We were commissioned by the London-based agency Designwerk to produce a one-minute social video and associated content package for World Rugby’s Destination Rugby campaign. The goal was to promote iconic national rugby destinations and drive footfall to the World Rugby Museum.

The concept involved launching the ‘Handoff Challenge,’ featuring Welsh Rugby Union legend Shane Williams. Designwerk installed a Batak wall at the museum, and Williams took the challenge, encouraging followers to visit the museum and beat his score.

We had previously worked with Designwerk on several campaigns for the UEFA Europa League and the 2018 European Championships, so we had already developed an excellent rapport with the creative team and a strong understanding of the agency’s macro-level, brand-focused approach to content.

It was crucial that the videos seamlessly integrated with World Rugby’s marketing mix, from shooting style to colour palette. We dressed and lit the set upon arrival, rigging several World Rugby banners within the frame to ensure the branding was prominent in every shot.

We had limited access to Shane – about one hour – and only four hours at the museum, so speed was essential. We used exclusively handheld camerawork, which allowed us to be reactive to Shane’s movements and minimise setup time between shots. To soften the lighting, we used Kino Flo lights, enhanced with orange gels to mimic World Rugby’s signature golden colour palette. Additionally, we boosted the colour temperatures in-camera to further emphasise this golden hue.

This was another quick-turnaround project for the Ether/Awe team, with the video set to be released within three days of the shoot. We started the edit within three hours of wrapping.

The edit itself was relatively straightforward. We designed animated opening and closing idents based on Designwerk’s design files and creative deck, and we further enhanced the brand’s golden hue during the colour grade.