When we wanted to promote Channel 4’s coverage of The Women’s FA Cup we made the decision not to show the sport through a gendered lens. We avoided a shrink or pink or hyper-masculine approach, and went for messy, gritty and raw. Using imagery captured across all legs of the tournament through disposable cameras we captured the essence of the grassroots tournament. We combined everything shot to make on-air trailers, flyposters, a zine and Channel 4 kit and scarf.