For Sky’s Belief is Better, we joined forces with Core and Sky Ireland ahead of the Irish Women’s National Team’s World Cup qualification play-offs, creating a campaign across film and photography built around one simple shift: from hope to belief.

Having already made history on the world stage, this wasn’t a team hoping they belonged there anymore. They had the proof. 

Directed by Cara Gaynor, the film strips away the usual hype of sports advertising and lets the players’ own chemistry carry the idea. Set against the natural rhythm of a Sky photoshoot, their conversations collide with archive from the moments that got them here.

Photography pushed that same attitude further. Rather than soften the players for camera, we leaned into hard light, low angles and confident portraits that give them the space they’ve earned. Film and stills share one visual language, presenting the WNT not as a team waiting for their moment, but one with the experience to know exactly what they’re capable of.