As anticipation builds for the UEFA Women’s European Football Championship 2025, Google Pixel and the German Football Association (DFB) have launched one of the largest-ever 360-degree campaigns for the tournament. Developed by Jung von Matt SPORTS and Jung von Matt Switzerland, this bold new initiative celebrates the German national team and a new generation of female footballers—on and off the pitch.
Running from this week until the end of the tournament, which kicks off on July 2 in Switzerland, the campaign is centered around the idea of “Football of a new generation.” It spotlights the dynamic players of the German national team, who are determined to redefine the game both culturally and competitively. As one of the title favorites, the team is set to capture attention with fresh energy and a strong sense of identity.
The heart of the campaign is a 30-second film that portrays the German women’s national team as a modern dynasty. The ad positions this generation as stepping confidently out of the shadow of the past, eager to write its own history with style, confidence, and boldness.
The film unfolds in a grand mansion setting, featuring luxurious ballrooms and lush gardens. The players are captured in creative, unexpected scenes—such as shooting clay pigeons with footballs or learning Italian outdoors—blending sophistication with athletic grit.
Prominent players featured in the film include Laura Freigang, Jule Brand, and Sara Doorsoun. Directed by Nina Holmgren and edited by Nik Kohler, the production was managed by Berlin-based ANORAK GmbH. Cinematographer Andreas Bjørseth led the visual design, supported by photographer Tereza Mundilová, while Kay Oskwarek Music Co (KOM) produced the film’s evocative soundtrack.
In addition to the film, the campaign features a rich array of stills and videos set to run across social media, streaming platforms, and television. Partnerships with Deutsche Telekom and the German edition of VOGUE further amplify the campaign’s reach and resonance.
“This European Women’s Championship is a unique platform for us to continue working with the DFB to give women’s football in Germany the visibility it deserves,” said Dr Anne-Katrin Hübel, senior director of B2C marketing DACH at Google.
Felix Umbach, creative director at Jung von Matt SPORTS, emphasized the campaign’s mission: “We believe in the power of sport, in good stories, and strong imagery. Women’s football doesn’t just need visibility—it needs the right stage to shine. This campaign brings that to life and aims to build excitement that endures.”
Katja Kraus, managing director at Jung von Matt SPORTS, added: “A strong partner like Google is crucial in accelerating the growth of women’s sports. Their investment, especially in content expertise, helps push professionalization forward in a sustainable way.”
In the campaign, Google Pixel plays a dual role—not just as a sponsor, but as a creative tool that empowers players to share their stories and create new perspectives. This innovative technology serves as a companion, a camera, and a bridge to deeper connections with fans, showing how digital tools can fuel the next generation of women’s football.
