A creative campaign spearheaded by the team at BOXT 'What's in the BOXT' was built around the concept of generating engaging content for fans whilst boosting the synergy between Nottingham Forest FC and their official shirt sponsorship partners. To create something that fans would enjoy watching, BOXT bought some 'interesting' items to the table. The players weren't allowed to look inside, and therefore content was generated around them guessing purely through the power of touch - what was in the box? From raw prawns to cat food, the shoot consisted of capturing both the player reactions and taunting from the players on the sidelines. This made for an extremely enjoyable shoot in which there were a lot of jokes flying around, and the aim was to package this experience in to deliverables that made the players more relatable.