Arsenal x Golazo Network

Talent-Led Editorial Storytelling

Role: Editorial Strategy & On-Set Social Lead
Focus: Human-first storytelling, talent comfort, and capturing unscripted moments that reveal authentic personality.
Platforms: Instagram, TikTok, X
Posts: 11
Video Views: 6.8M
Avg Video Views: 625K
Engagements: 541K

Context:

The goal was to collaborate with Arsenal players in a way that felt comfortable, human, and authentic, particularly given language barriers and the pressure of traditional interview formats.

Strategy:

I designed an original, personality-led game tailored specifically to Gabriel Jesus, Gabriel Magalhães, and Gabriel Martinelli. The intent was to lower friction, reduce self-consciousness, and create space for genuine moments rather than forced answers.

Anticipating that the best moments often happen outside the “official” take, I also planned for secondary capture, assigning a backup producer to record behind-the-scenes footage on a phone.

Execution:

Developed and facilitated the game concept on set to ease players into the experience

Directed both primary and secondary capture to ensure no moments were missed

Captured an unscripted moment where Gabriel Magalhães forced me to wear an Arsenal shirt; a clip that became one of the most resonant pieces from the shoot

Impact & Learnings:

The behind-the-scenes clip alone generated 1.5M+ video views and reinforced a key editorial insight: fans respond most to unfiltered personality. The success of this collaboration led to a stronger relationship with Arsenal, opening the door to multiple future social collaborations and expanded access to players for UCL Today production.