ITV wanted to develop a bold and dynamic visual OOH campaign that captured the pace, energy, and excitement of the women's EURO football tournament. The brief was to create a look that felt fast, fresh, and unmistakably modern — a design system that would not only stand out across digital platforms but also resonate with fans and drive viewership.

The campaign was built around the core idea of speed. To capture this, an alphabet of ‘fast type’ was created as the central graphic element. Using forward-leaning letterforms, it conveyed a strong sense of urgency and momentum that mirrored the explosive pace of the game. To ensure visual consistency, text lockups were rotated at an 18-degree angle across the core executions. Typography in collaboration with Will Holmes.

To bring this vision to life, we incorporated dynamic England and Wales player cut-outs that interacted seamlessly with the typography. EURO stars like Leah Williamson, Lucy Bronze, Alessia Russo and Hannah Cain were shown bursting through letterforms, weaving around characters, and breaking past typographic barriers — creating a powerful visual metaphor for the drive, skill, and unstoppable energy they bring to the pitch. Reactive headlines from the previous matches were used to keep the messaging timely and relevant.