Adobe and The FA Inspire Women and Girls to ‘Dream Bigger’

The Adobe Women’s FA Cup has come a long way since Southampton Women’s FC won it in 1970. Fast forward fifty-four years and the competition is more popular than ever with record viewing figures and WSL players reaching millions across social channels. 

A new partnership between Adobe and The Football Association (announced in November 2023, which will run for at least three years) seeks to inspire the next generation of young girls and women who dream of becoming professional players, increase fan engagement, and elevate the profile of the competition even further. 

Ahead of this weekend’s quarter-finals, Adobe held a launch event at Wembley Stadium, debuting a new film to unveil its ambassadors - Arsenal striker, Alessia Russo and Manchester City goalkeeper, Khiara Keating. The film brings to life the magic, energy and excitement of the competition. Created by Ketchum London, directed by Margot Bowman of Merman Branded and VFX by Nomad, the film is a rousing anthem to the barriers broken within the women’s game and the passion of fans who support all clubs across the footballing pyramid, from amateur to elite. 

Each story within the film sees Adobe tools – from Adobe Photoshop to Adobe Express – intervening to make the game and dreams of the competition bigger and more baller! Added to this a distinctly UK urban soundtrack by Resister, capturing the inclusivity and magic of the Adobe Women’s FA Cup in a new light.

Simon Morris, vice president of international marketing, Adobe, "We’ve seen the magic of the Adobe Women’s FA Cup spread across the nation, with sold out matches, celebrated scores, and fan engagement across social rising by staggering numbers round after round. But there are still so many more fantastic stories needing to be told, with so many hungry to tell them. The speed of, and access to Adobe Express will help fans, clubs and players build connection and community that wins hearts and minds. And Alessia and Khiara’s stories will inspire bold dreams across a generation, lived out on the pitch for years to come."

Margot Bowman, director, Merman, "This film was the opportunity to create a new visual language for women’s football. A cinematic universe that’s true to the community, energy and inclusivity that define the women’s game. Supercharged by the infinite creative capabilities of Adobe but rooted in the authentic spirit of the tournament I hope the film will inspire the next generation of Women’s FA Cup fans and players."

Indy Selvarajah, chief creative officer, Ketchum, "Ultimately this film is a celebration, in exhilarating technicolour, of the energy, determination and passion from players and fans, and, how Adobe can help elevate this competition even further."

The film will play across all Adobe, The Women’s FA channels and social platforms.