RWC Viral Content

For the 2023 Mens’ Rugby World Cup in France, we worked with World Rugby to create and deliver compelling storytelling and coverage content tailored for their official Japanese channels. 

Our focus was on connecting deeply with the patriotic Japanese audience by highlighting the journey of the Japanese national team, the overseas players competing in Japan, and the passionate Japanese fans attending the matches.

We closely collaborated with the Japanese national team, capturing behind-the-scenes moments at their hotel, training grounds, and stadiums. 

This exclusive content brought fans closer to their favourite players, offering an intimate look at their preparations and emotions throughout the tournament. On match days, we filmed the energy and enthusiasm of the fans, the intensity of the players’ warm-ups, and the raw emotions from pitch level post-match.

One of our most viral pieces of content was captured after Japan’s crucial match against Argentina in Nantes, where the stakes were high. We filmed the Japanese players with their families, highlighting influential figures like Keita Inagaki and Kiko Inagaki. 

Set to the emotional song “Arigato,” the video resonated deeply, reaching beyond rugby fans to a broader audience. This content achieved over 15 million views, with a total watch time exceeding 54,000 hours and 320,000 engagements, making a significant impact across social media and online news outlets.