THE IDEA
The IJF had already built a strong platform with Judo for the World. The challenge was bringing the sport closer to a younger audience, one discovering athletes through Instagram rather than traditional TV.We created I Am Judo, a documentary series that focused on the people behind the medals and rankings.

‍THE APPROACH
With exclusive access, we travelled to Morocco, France, Israel and Germany to follow six of the world's top judokas. Training sessions, competitions, travel, family life and everything in between.Each film centred on a single athlete, combining the pace and visual language of social content with the depth of documentary storytelling.

‍THE RESULT
The series generated more than 500,000 views across social platforms and reached audiences far beyond the judo community.
Originally created for digital channels, the films were later broadcast by major TV networks around the world in the lead-up to the Olympic Games.