Sky had just launched and then taken down their Halo TikTok channel in another example of a misjudged approach to women’s sport… When we announced Channel 4’s Broadcast rights to The Women’s FA Cup we knew there would be no ‘shrink and pink’ or hyper masculine approach, instead we removed any gender lens to show the tournament in all its unfiltered glory. Documenting all stages through the eyes of the fans we created on-air films promoting each fixture, a zine of
curated images captured on 35mm disposable cameras as well as a scarf and kit to celebrate Pure Football.