They say a picture paints a thousand words — but in sport, a single image can capture a thousand emotions.

Whether it’s “the pure joy of crossing the line first, the pain of the athlete falling just short, or the agony as a footballer’s penalty sails over the bar,” these moments reflect life at its most visceral — and brand storytellers would do well to pay attention.

In this piece, Wonderhatch Marc explores how both editorial and staged sporting imagery hold valuable lessons for brands. Editorial captures life as it happens: raw, undirected, and emotionally charged.

As Marc puts it, “Think of Paul Gascoigne, and one image generally comes to mind – those Turin tears after the 1990 World Cup semi-final. The tears were real, and my God did we feel them.”

But staged imagery can also carry power — when it owns its construction. Take Beckham’s unveiling at Real Madrid, for instance: “beautifully constructed, he literally glows.” Later reimagined for the Far East market with his name in Japanese and Mandarin, the images didn’t pretend to be spontaneous — and that authenticity is exactly what made them iconic.

Marc also reflects on Wonderhatch’s own work as official photographers for the England team during the 2018 World Cup, capturing the now-famous photo of players on inflatable unicorns. “It said so much more than any strategic thought piece would have done,” he writes. “It made people smile and brought the players closer. The England team were relatable again. They were just like us.”

“Never, ever fake it until you make it.”

The key throughline? Authenticity. Whether capturing action or crafting a campaign, the real impact lies in truth — not in pretending to be something you’re not.

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