Shooting for Gold: Jules Janaud on the Craft of Modern Football Advertising

With the world gearing up for major football tournaments, Little Black Book gathered top industry creatives to answer a burning question: what actually makes a sports commercial iconic?

Featuring alongside industry peers, Framestore VFX Supervisor Jules Janaud breaks down why the most memorable football campaigns skip the gimmicks and double down on pure, unadulterated passion. From navigating tight athlete schedules to bringing players together across different continents, Jules highlights how meticulous preparation makes all the difference on shoot day.

“Famous players are rarely available for long, so every moment with them must be meticulously prepared,” explains Jules. “Their interactions often need to be filmed as individual plates and combined later in post-production. Complex camera moves, physical contact, and multiple-player scenes make that process demanding, so pre-vis and technical planning become essential.”

Jules also dives into the delicate balance between practical studio setups and expansive digital environments—from matching complex stadium lighting to building digital crowds that hold up under close-up touchline action. Ultimately, he notes, the secret lies in creating space for the athletes' real personalities to shine through on screen.

Read the full article at LBB.