Case study · Sports · Concacaf W Qualifiers · Road to Brazil 2027
Reggae Girlz — Road to 2027
Campaign Photography & Real-Time Visual Execution
Embedded coverage of the Reggae Girlz through the April 2026 Concacaf W qualifying window, on the road to the 2027 FIFA Women’s World Cup in Brazil — the camp, training, a visit to the Bob Marley Museum, two home matchdays at the National Stadium and the night Jamaica qualified.
- 2Matchdays
- 4Training Days
- 4/4Group Wins
- 2,000+Frames
- The brief
- Visual coverage of the Reggae Girlz through the April qualifying window, ready for federation, club and digital use.
- The challenge
- Two home qualifiers, a training camp and a cultural visit, with the federation, the players’ clubs and the media all needing usable imagery while the campaign was live.
- Our role
- Photography on two camera bodies, behind-the-scenes access, image selection, editing and real-time delivery.
- The execution
- Cover arrivals, training, the museum visit, match action, goals and supporters, then select frames for emotion, clarity and reuse.
- From capture → application
- Original Ralmar frames appear in the federation’s matchday graphics and in posts by Manchester City Women, Newcastle United Women and Southampton FC Women.
- The outcome
- Jamaica won all four group games and qualified for the Concacaf W Championship, with a body of imagery that travelled well beyond the stadium.
01The Assignment
Documenting more than 90 minutes.
The assignment was the complete visual story around the national team: arrivals, training, the camp, warm-ups, match action, goals, personalities and the supporters who filled the stadium.
- Window
- April 2026, Kingston
- Matchday 1
- Jamaica 4–0 Antigua & Barbuda · 10.04.26
- Matchday 2
- Jamaica 2–0 Guyana · 18.04.26
- Venue
- National Stadium, Kingston
Qualification night, frame by frame — 18.04.26
Arrival 
The fans 
Line-up 
Early lead 
Bunny in the air 
The final push 
2–0 
With the fans
02Behind the Scenes
Access creates story.
The strongest campaign imagery often happens before the whistle. The objective was to capture the moments supporters would not normally see and bring them closer to the team.
Hotel departure
Pitch walk
Training
Team bus03Bunny Shaw
In our book, the best female footballer in the world.
Khadija “Bunny” Shaw scored a hat-trick against Antigua & Barbuda and headed the opener against Guyana. The federation named her Player of the Match, and on qualification night she finished at the barrier with the fans.
- 2026
- Women’s Ballon d’Or nominee
- WSL Golden Boot
- Three seasons running, a league first · 21 goals in 22 games in 2025–26
- 2025–26
- WSL Player of the Season · FWA Women’s Footballer of the Year
- Manchester City
- League and FA Cup double · the club’s all-time top scorer
- Jamaica
- All-time top scorer, men’s or women’s
Training
Matchday
With the fans04Matchday
Capturing the moment.
Action, emotion, personality and story, selected as one narrative rather than a record of the match.
A · Action
B · Emotion
C · Personality
D · StoryNational Stadium, Kingston · Matchday 1, 10.04.26 · Matchday 2, 18.04.26 · Training, 17.04.26
05From Photograph to Campaign Asset
From photograph to campaign asset.
01 / Original Ralmar photograph
02 / Federation campaign graphic
03 / See the published federation and club uses ↓
The photographs were not created to live only in a gallery. Frames were captured with composition, negative space, emotion and player positioning that let them become versatile assets for official match graphics and digital campaign content.
06Multiple Uses
One session. Multiple touchpoints.
Frames of Bunny Shaw from the same training session on 17 April carried the federation’s Player of the Match post, its Road to 2027 feature and its From Jamaica, for Jamaica graphic. The photographs shown come from that session; the frame selection varies between uses.
The session- Player of the MatchJamaica Football Federation
- Road to 2027Jamaica Football Federation
- From Jamaica, for JamaicaJamaica Football Federation
Across the campaign
07Real-Time Execution
Shot. Selected. Delivered.
Sports content moves quickly. The 88th-minute goal was photographed, selected, edited and delivered inside the live matchday window, ready for the federation’s full-time graphic.
1Shot — three frames, four seconds, 20:44:59–20:45:03
Canon EOS R3
20:44:59Canon EOS R3
20:44:59
Canon EOS R3
20:45:03
2Selected 3Delivered
Selected
JFF · Full time 2–0- Fast turnaround
- Consistent visual quality
- Story-driven selection
- Live social media integration
08Beyond the Pitch
One love, at 56 Hope Road.
Between the matches, the squad visited the Bob Marley Museum. Ralmar’s post from the visit drew 758 likes and 13 comments, including a row of hearts from Cedella Marley.
- Visit
- 15.04.26 · Bob Marley Museum, Kingston
- Ralmar post
- 758 likes · 13 comments (02.10.26)
- Comment
- Cedella Marley · a row of hearts
The entrance
The grounds
The gallery
The mural09Visual Identity
Building a visual identity.
Across training, the camp and both matchdays, the goal was one consistent visual language: strong colour, emotion, intimacy and national pride.
17.04.26 · 10:34
17.04.26 · 10:44
17.04.26 · 10:50
10.04.26 · 18:41
18.04.26 · 20:15
10.04.26 · 17:1210Impact
The final product.
A campaign where photography became part of the federation’s communication and then travelled to the players’ clubs and across Jamaica.
3Clubs carried the images on their own channels
The federation feed
Carried by the clubs
Shared across Jamaica
Counts as shown on the posts when they were captured in April 2026.
Next: Costa Rica · 27 November 2026
Need coverage that works beyond the final whistle?
The road continues in Mansfield, Texas, where the winner of the Concacaf W Championship quarter-final books a place at the 2027 FIFA Women’s World Cup in Brazil.
Photography · Videography · Real-Time Content · Campaign Visuals · Live Event Execution
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