Knowing nothing about football helped

Adidas wanted something less polished than the usual football campaign.

I know nothing about football.

That turned out to be useful.

Giving the camera to Dybala

Rather than directing Paulo Dybala, we let him direct himself.

After spending time understanding the parts of his story fans rarely hear, we built him a lightweight filming kit and let him document his own world.

The result felt far more personal than another media day interview.