Woodbine Free Rein: Never A Doubt

Woodbine Entertainment Group

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The 7th Annual Awards

Nominee ✨

• Best Athlete Storytelling

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ABOUT THIS ENTRY

With exclusive access to her rehabilitation and recovery, the World’s Highest-Earning Female Jockey, Emma-Jayne Wilson fights her way back to racing after a devastating injury and repeated setbacks. We explore what drives her relentless pursuit of competition and the passion that continues to bring her back to the saddle. 

How does this represent "Excellence in Engagement"?

"Never A Doubt" wasn't just an episode release. We included a number of complimentary pieces of content to keep the awareness and conversation going, including quote graphics, episode poster, teaser trailer and clipped moments. The continuous release of the storyline vastly impacted the audience we were able to reach. 

Objective

We wanted to utilize our exclusive access and trusted relationship with one of the greatest female jockeys of all time to document her comeback after a devastating injury. We felt showcasing her relentless pursuit to get back in the saddle would inspire our viewers, educate them on the dangers of the sport and feature the "love of the game" that lives in all jockeys, no matter what the cost. 

Releasing this as the first episode of Season 3, we aspired to kick off this installation of the series with an impactful story that would resonate with casual and die-hard fans. 

Strategy & Execution

We went deep behind the scenes with our style of filming and obtained personal videos and photos from Emma and her family to really enunciate how critically injured she was after a racing accident. Whether you're a horse racing fan or not, by showcasing her rehabilitation process we aimed to show sports fans that our athletes go through the same healing processes (if not more) than mainstream athletes. We truly brought our audiences into places they've never been before and we believe that "behind the veil" access appeals to the modern viewer.

We dedicated over a year in the documentary process, following Emma from her first rehab appointment to the first race she won since coming back, to emphasize her dedication and conviction to her sport and to herself as an athlete, mom and wife. We believe that could resonate with viewers who have experienced their out setbacks in life as well. 

Organizations

• N/A

Links

•   Website

Featured

• Emma-Jayne Wilson

Credits

Jonathan Rubinoff
Director, Social Media & Content
Woodbine Entertainment Group

Alanna Nolan
Sr. Manager, Content Production
Woodbine Entertainment Group

Nathan Riddell
Manager, Video Production
Woodbine Entertainment Group

Jake Thompson
Director
Freelance

Ryan Gransden
Editor
Freelance

Lucas Ranalli
Audio Post Production
Freelance

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