WePlay wanted to ensure that Iron Dames’ content strategy tapped into a fan base of international equestrian fans and riders with growth potential beyond federation-dominated audiences, creating meaningful connections with global sports fans.  

A Unified Content Strategy: WePlay focuses on several content pillars, all of which aim to differentiate from their competitors and drive organic growth. These include visual narratives such as athlete-led content, competition and team-based content, all driven by diversity and visibility. 

Hero Video Production: We created the narrative for the Monaco Comets’ announcement, which was shown on both Instagram and TikTok. This was a representation of the inspiration Iron Dames hope to portray when on the world stage, each of the riders from the Monaco Comets’ team talking about how their experience is fuelled by actionable intent to change sporting dynamics.

On the Ground Execution for Live Events: In 2024, the Iron Dames launched their second equestrian team, the Monaco Comets. We were tasked with creating the official announcement film, developing a narrative that would introduce the new team to the world. Our story focused on the riders themselves. Each athlete shared how their personal drive and experience fuel the Iron Dames’ mission to challenge the dynamics of sport and inspire change. The result was a powerful film distributed digitally, showcasing the philosophy behind the new team.