Project overview
As Creative Director for DAZN Belgium, I led the strategic and creative development of a brand campaign designed to shift DAZN’s market perception—from a niche sports service to a mainstream, app-first streaming platform. This campaign wasn’t just a marketing moment; it was a business reset. With DAZN entering the Belgian market as a direct-to-consumer (D2C) offering, we needed to reframe the entire value proposition for a diverse, skeptical, and deeply traditional sports audience.
My role was to connect the dots between business ambition and fan expectation, crafting a campaign that not only educated but also energized, that simplified the product while elevating the brand.
the challenge
Belgium’s sports streaming landscape was fragmented and resistant to change:
- Only 5% D2C market penetration
- 64% of viewers still tied to set-top boxes
- Low brand awareness and no telco deals
We were launching into a market where traditional habits ruled, price sensitivity was high, and regional digital fluency varied dramatically. The challenge was clear: reposition DAZN not just as “another sports channel,” but as daily destination for sport, regardless of age, tech comfort, or club loyalty.
Creative Strategy & Concept
The core strategy centered on normalizing streaming as the new normal for sports. We didn’t try to out-muscle telco culture—we reframed the entire experience around what fans already knew: binge-watching, app-based control, and platform clarity.
Our conceptual bridge:
“The way you watch entertainment. That’s how you watch sports now.”
This was more than a claim—it was a reframing device. It allowed us to speak to both tech-native Gen Z users and more traditional fans, highlighting DAZN as a simple, familiar solution—without alienating either group.
We aligned creative across age groups by:
- Presenting DAZN as intuitive, not “too digital”
- Emphasizing value and clarity ("No more guessing where to watch")
- Highlighting device and athlete-led creative to personalize the offering
Process & Execution
I directed the full campaign rollout across messaging architecture, design systems, and cross-channel brand storytelling for both static and hero TV commercials.
- Developed full messaging hierarchy: headlines, propositions, CTA systems, and value framing
- Led collaboration with in-house and external brand teams to align tone and creative intent
- Integrated business priorities—such as D2C uplift, club partnerships, and pricing strategy—into every layer of the narrative
- Oversaw execution across paid digital and OOH ads, organic and owned campaign integrations, and broadcast assets
This was a campaign built to scale. Every line of copy, every layout decision, every creative choice was informed by a single goal: help DAZN speak with one voice across regions in Belgium, platforms, and audience segments.
:60"-Hero TV Commercial
:20" Programmatic Video Ads
Master template for static assets
Outcome & Impact
While performance data is still being captured post-launch, early indicators point to a successful brand repositioning and clearer D2C storytelling:
- DAZN’s D2C messaging is now the centerpiece of its go-to-market approach in Belgium
- Internal teams across marketing, partnerships, and ops adopted the new messaging structure as standard
This campaign helped evolve the way DAZN tells its story in complex, competitive markets—proving that creative strategy can be a business driver, not just a finishing touch.
THE TEAM
Lead Producer: Kirstin Goode
Producers: Evelien Vermeiren, Natalie Fox
Editors: Sander Heynderickx, Huw Briggs
Motion Design: Bram Van Bauwel
Global Design Lead: Stweart McMillan
Designers: Luca Capasso, Sam Alberts
Voice Over: Matthieu Sys, Séverine Parlakou
Marketing Leads: Jeroen Vermeiren, Clara Caria
VP Creative: Caroline Woods
Creative Director: Manuel Lopez G.
Producers: Evelien Vermeiren, Natalie Fox
Editors: Sander Heynderickx, Huw Briggs
Motion Design: Bram Van Bauwel
Global Design Lead: Stweart McMillan
Designers: Luca Capasso, Sam Alberts
Voice Over: Matthieu Sys, Séverine Parlakou
Marketing Leads: Jeroen Vermeiren, Clara Caria
VP Creative: Caroline Woods
Creative Director: Manuel Lopez G.
Thank you