The Edge is a powerful sports documentary that charts the extraordinary rise of the England Test cricket team between 2009 and 2013. Directed by Noah Media Group, the film offers more than a chronicle of sporting success. It explores the personal cost of greatness, revealing the psychological, physical, and emotional toll faced by elite athletes.

Designed to appeal beyond die-hard cricket fans, the film brings attention to the often-unseen human side of the sport, particularly the mental health challenges players experience behind the scenes.

As a designer on the project, I worked closely with the content writer to establish the key themes in the film and translate them into a cohesive creative campaign. We developed three core content pillars: Mind, Body, and Soul.

• Mind addressed the mental pressures and emotional strain of life at the top.

• Body focused on the skill, discipline, and physical intensity required to compete.

• Soul celebrated the love of the game and the personal stories that unfold within it.

Given the sensitivity of some of the documentary’s content, especially around mental health, we aimed to create assets that felt emotionally resonant and authentic. Striking stills from the film were used as primary visuals, supported by powerful quotes and player reflections to foster a deeper connection with the audience.

Alongside this, we developed a complementary set of content that took a much bolder, more colourful approach. This included historically driven designs and cricket term-inspired content, adding energy and contrast to the campaign while appealing to more engaged cricket audiences.

Influencer engagement was also central to the campaign strategy, helping to expand reach and drive conversation within the cricket community.

The campaign proved highly successful. Over the four-month social rollout, the campaign achieved:

• Over 8 million impressions

• More than 1 million trailer views