If you were into football as a kid, you'll remember Panini cards. Well, imagine those, but dynamic and digital - cards that change over time like a Harry Potter painting, depending on how the player performs.
It changes how fans follow their favourite athlete's career, their journey. That was the basis for my idea for OWNIC "break the mould", which takes the static images of players (statues) and blows them apart to reveal the dynamic, real life player.
The film has been retweeted by quite a few athletes including the great Italian defender Leonardo Bonucci, getting around 1.5 million views across twitter and instagram with zero media spend.