‍THE IDEA
‍European Gymnastics introduced the Cross Battle, a new competition format that changed how the sport is judged. The challenge was to make something genuinely new feel accessible without losing the human tension that makes it worth watching.

‍THE APPROACH
‍We were handed rushes and built the story from the edit up. We wrote the script around what existed rather than shooting to a pre-written brief. The focus stayed on the athletes inside the format: their preparation, their doubt, their performance.

‍THE RESULT
‍The film introduced the Cross Battle to a wider audience through a human narrative rather than a technical explanation — making a new competition format feel worth following before most people had heard of it.

‍SOCIAL PACKAGE RESULTS
‍One shoot. One documentary. One social content package for Instagram.
480,000 total views across six posts
200,000+ accounts reached
70% of views from non-followers — new audiences, not existing fans
15,000+ interactions across the package
Best performing post: 111,000 views
56,000 accounts reached
The documentary told the story. The social package grew the audience. That's the model.