With the e-sports market still growing at breakneck speed, we wanted to build on last year's successful Wembley Cup campaign. We brought together 10 of the UK’s leading FIFA-loving YouTubers, with a combined audience of nearly 40 million, and set them against each other on two teams.

Working as the Creative Lead on the project, I crafted eight episodes as the teams battled it out to win real FIFA legends. Fans helped build the final squad via social media. The experience culminated with a live final at Wembley with a crowd of over 20,000, which was simultaneously broadcast live on YouTube to an audience of 3.2 million fans.

Overall, the campaign received over 40 million views, 290 years of viewing time, 300% increase in EE brand searches during the campaign and EE became No.1 in preference for next-generation 4G users beating O2 for the first time in 6 years.