Client: Chobani

Agency: Uncommon Creative Studio, New York

Production Company: Magna Studios

Director: Hector Dockrill

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What the campaign was about

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Ahead of the 2026 FIFA World Cup, Feed the Dream tells the story of the families, coaches and communities who shaped three U.S. Men's National Team players long before the spotlight found them: Christian Pulisic, Weston McKennie and Antonee Robinson. Behind the Dream is the campaign's documentary strand, a set of biographical short films by BAFTA-nominated director Hector Dockrill, produced by Magna Studios.

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What Lost Loved researched and sourced

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Lost Loved had already built a visual palette with Michael Mapes for Fed by Many: youth club footage, intimate family stills and clips, and match-play content researched for each player. That research carried over directly into Behind the Dream, giving the documentary team a foundation to build from. On top of that, we worked with U.S. Soccer and sports-footage vendors to source and clear match-play content specifically for the films. We supported Hector Dockrill's original footage with archival content spanning each player's story, from their youth teams through to their social and family life. We negotiated with international federations, major news and image archives, a university collection and football club archives to make sure every element could be cleared and licensed for use across the documentaries.

How the content was used

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The sourced and cleared material supported the filmed footage rather than replacing it: match footage and archival moments woven through each biographical film alongside Dockrill's on-location filming with each player's coaches and relatives. The films run as three-minute pieces, with 30-second and 15-second cuts for broadcast during the tournament.

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The outputs

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Behind the Dream biographical films, broadcast during the World Cup.

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Why it mattered

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The films draw on the same deep dive into each player's history, the same family archives and the same youth-team footage sourced and cleared by Lost Loved for the wider campaign. The authenticity of that material is what makes the films land: these are real images, real moments, real histories, not stock approximations. For a campaign built entirely on honouring the truth of where these players came from, getting that material right was everything.