To promote the 17 June documentary launch, Sid Lee Paris played on the parallels between the Pogba of today and Pogba when he was a child imagining achieving his wildest dreams. The promotional trailer features a 10-year-old accomplishing those dreams: highlighting Pogba’s journey from a kid growing up in Roissy en Brie to winning the FIFA World Cup and becoming a global star.
The campaign, which seeks to take viewers back to their own childhood dreams, dropped on 10 June and spanned OLV, radio, OOH and social media.
The campaign was developed for a team at client Amazon Prime Video which included Head Of Originals Marketing Charlotte Michel, Senior Creative Director Europe Xuan Pham, Creative Video Freddie Barrie, Brand Supervisor Ben Walker, Senior Marketing Manager Najib Messaoudi and Junior Brand Manager Raphael Cabotin by a team at creative agency Sid Lee which was led by Chief Creative Officer Europe Sylvain Thirache, President Johan Delpuech, Creative Directors Céline and Clément Mornet-Landa, Creative Lead Julien Sens, Art Director Olivier Bodet, Business and Operations Director Antoine Ferrari, Account Director Margaux André, Project Managers Yoann Deminiac, Louisa Chaouche Teyara and Thomas Albert, Producer Laetitia Neves, Managing Director In Charge Of Strategy Bruno Lee, Head Of Social Media Cassandre Geron and Strategist Héloïse Dung.
The group working on the project at Rodeo FX included VFX, VFX Producer and Post-Producer Caroline Legault-Lanouette, VFX Supervisor Nicolas Pellicelli, Comp Artists Caroline Brien and Mathilde Vezina-Bouchard, Assistant Online Jackson Mulatelo and VFX On Set Olivier Barbes-Morin.
Production was handled by Adeus with Director Paul-Henry Thiard Producer Julia Lellouche, Production Director Léa Blaise, Chief Operator Adrien Lallau, Production Coordinator Magali Menessier and First Assistant Director Ernest Bouvier.
Music and sound design was handled by Noble.
The multi-episode documentary rolled out exclusively on prime Video on 17 June.
Paul Labile Pogba’s ‘The Pogmentary’ features the France, Manchester United and Juventus star on and off the pitch not only tells the story of his soccer career, but also explores the mindset that brought a boy to the top of the game, highlights his life challenges, his roles as a father, a son, a brother and a husband, plus his experiences as a sporting icon and a social media star.
The documentary is positioned as a project which features ‘a man who proves to us that we can have painful experiences but that if we keep working, we can use them to our advantage’ and features the tagline ‘Born Ready: ready to fall, ready to stand-up, ready to fight and ready to win.