This one was a real treat. When Hellmann’s and Wasserman asked us to bring their UEFA Women's EURO 2025 BBQ campaign to life, we knew we were in for something tasty, something delicious, dynamic, and totally fun. From playful, park based picnics to saucy slo-mo replays in a superhero-style HQ, we got to flex all the creative muscles for this one.

The brief? Help Hellmann’s inspire BBQ lovers across Europe to ‘Be a BBQ Gamechanger.’ And do it by blending bold food shots, iconic female footballers, and a playful narrative that felt part superhero, part tournament fever dream. We jumped on it.

The core idea was brilliant: when someone's BBQ game is looking a little… under-seasoned, the Hellmann’s Gamechangers swoop in to save the day armed with mayo, of course. Alessia Russo, Alexia Putellas and Jule Brand to name a few, each territory version featured a local star.

It sounds fun (and it is), but pulling it off was a bit of a puzzle in the best way. We shot all the food and background plates in sunny South Africa, while the players were filmed separately in green screen studios across the UK and Europe. Think digital jigsaw: every lighting angle, every eyeline, every performance had to match across continents. Huge credit to our post and VFX team who made the final composite seamless.

One of the most rewarding parts of this job is building something that feels impossible on paper—and then watching it all come together in the edit. Our director Amy Becker-Burnett summed it up perfectly when she said:
“I love working with new challenges so shooting the athletes across the world to comp into the various scenes was a great problem to solve. It’s really rewarding shooting one narrative across various locations then seeing it all come together in the edit.”

Beyond the main hero films, we also delivered a full suite of social assets (six per talent) including some great BTS-style bits where each player builds their signature burger. We shot these on the same green screen days with director Chip who focused entirely on making the social deliverables feel native and snackable.

And let’s talk about the food. Hellmann’s made it clear from the start: this campaign is about flavour first. So we worked closely with a top-tier food styling team to make sure every drip, squeeze and bite looked next-level. The burgers aren’t props here, they’re co-stars.

Honestly, what made this campaign so enjoyable was the energy from everyone involved. The cast, the crew, the clients, everyone brought great vibes. As Rob Stockton: Senior Director of Content at Wasserman put it:

 “Irresistible have been a trusted partner of ours for years, and this Hellmann’s production was another brilliant collaboration. A multi-country production, delivered flawlessly.”

We’ll take that.

We’re really proud of how this one turned out funny, bold, and full of flavour. It’s a celebration of women’s football, community BBQs, and that moment when a burger goes from “meh” to “wow” with just the right sauce. Got something ambitious in mind across territories, formats, or platforms? Let’s talk. We’d love to help you change the game.

Credits:

Client: Hellmann’s
Agency: Wasserman
Production: Irresistible Studios
Director: Amy Becker-Burnett
DOP: Joe Douglas & Carl Burke
Producer: Alice Duke
Social Director: Chip
Social Producer: Niamh MacDonald
VFX: Peter Welton
South Africa Prod Co: Video Cartel
Barcelona Prod Co: Barcelona Production