PSG × Zing Coach — content that worked inside the product.
Stadium production, athlete fitness challenges, promo film, and a PSG-branded mobile experience — built as one coordinated partnership package.
Period
2022 — 2023
Role
Creative Direction
Partner
Paris Saint-Germain
Focus
Partnership content, Creative direction, App customization, Paris shoot
What we reached
10
Footballers filmed across men's and women's teams
3
Content tracks: app challenges, partnership promo, and SMM
1
Custom PSG experience adapted inside the Zing Coach app
Filming fitness challenges at the Parc des Princes.
The shoot had one constraint that shaped every decision: player time was limited and non-negotiable. We had short windows at the stadium with both men's and women's squads — so the setup had to be fast, the brief had to be clear, and every take had to work.
The brief for each exercise clip: short, challenge-based, technically clean, and capable of living naturally inside the Zing Coach workout flow. Not content that looked like a brand deal — content that worked like a real workout.
The production constraint
Player availability, stadium access, crew movement, and multiple setups had to happen simultaneously. Shot structure, team coordination, and content direction were all running in parallel — there was no time to improvise on set.
The content brief
Exercises had to feel like Zing Coach content — not a brand cameo. Each clip was structured around a fitness challenge, shot at angles that matched the app's vertical and horizontal formats, so footage could go directly into the product without recutting.
Bringing PSG into the app without breaking the product.
The design constraint here was harder than it looks: the Zing Coach app has its own visual language, interaction patterns, and content structure. PSG has its own brand system. Making them work together meant every decision had to pass two tests — is this true to the product, and is this recognizably PSG?
Challenge flows
PSG athlete exercises were structured as in-app challenges using the existing workout format — same interaction model, different content. The goal was for a user to encounter PSG content mid-workout without it feeling like an interruption or advertisement.
Visual layer
PSG branding was applied at the surface level — color accents, imagery, entry points — without changing the underlying component structure. The design system had to stay intact so the partnership could scale to other collaborations without rebuilding from scratch.
Partnership entry point
A dedicated section inside the app introduced the collaboration, surfaced PSG athlete challenges, and connected to the promo story. Designed to feel like a native feature — not a banner campaign.
Turning the partnership into a campaign film.
The promo video became the main communication piece for the collaboration. It combined PSG atmosphere, athlete footage, and Zing Coach product context into one asset that could introduce the partnership clearly and quickly.
What partnership work actually requires.
The strongest outcome wasn't the footage — it was how the shoot, the app customization, and the promo story all reinforced each other. That only happens when brand, production, and product move together.
