Engagement Win: Liverpool Football Club Hits Storytelling Homerun

Spend the next 10 minutes of your life catching a glimpse of Issac's life.

He’s a Liverpool FC superfan—born with the rare genetic disorder Wolf-Hirschhorn syndrome—recently treated to a day with his heroes from the soccer pitch. Isaac's story of resilience and the club's documentation of his fanhood will ground you more than anything you watch the rest of 2025.

I love how Liverpool FC shaped this story to remind any viewer, fan or otherwise, that life is beautiful no matter what you're facing.

After your first watch, have another look to:

Count the high-fives and fist bumps.
Zero in on the first meetings—the sincere eye contact and warm embraces—to magically reveal the true hearts and minds of each player and coach.
Study the faces of Isaac’s mom and dad to tap into their emotions and feel their gratitude jumping off your mobile phone screen.

If you touch channel or content strategy for any sort of business, the core lesson here is that you're not always selling or even positioning. Find room for human-interest stories in what you're regularly communicating—community relations or otherwise—respectably sustain your publishing frequency and then watch what happens to engagement with your content.

You can rest assured—this is my guarantee as a writer and video storyteller—it will line up with your business strategy.

There was much more involved here than hitting "record" on a video camera. But you can easily see how this one naturally unfolded.

Community relations is table stakes for sports teams, but most companies incorporate giving back in some way. Ask around to find the seeds of stories tied to the work of your company and the passions of your employees.

Then think about asking me to help you write it, film it, and share it.

Let’s find your Isaac.