Making a Champion with Tom McEwen

I met Tom McEwen in a pub at the Chicago airport. It was just after he had nearly clinched victory at Kentucky, defeated by one single jump. It felt like a moment that was meant to be. Fast forward a bit, and he went on to win a gold medal at the Paris Olympics. What an incredible journey! It was during that chance meeting that the idea to collaborate with him really took shape. Working alongside Tom, we aimed to shed light on a simple yet powerful truth about elite horsemanship: that true victory starts long before you even get in the saddle. Our project brought to life the essence of dedication at Gatcombe Park—a place that embodies precision and discipline. We shifted the focus from just performance to depict the quiet hard work that happens both before and after rides. We want our boots to become a symbol of success, highlighting the routine, the weather, and the supportive community that treats craftsmanship with the seriousness it deserves.

I pitched the idea, shaped the partnership, and was deeply involved in the creative direction and production. The project evolved into a cinematic piece we called “Making a Champion,” complemented by a social-first approach designed to quickly learn and scale what resonated.

We crafted a master film for the website and YouTube, breaking it down into five short, 15-second chapters for social media. Each chapter captured a unique moment—from preparation to the conversation between rider and horse, the challenges of the terrain, the reset after a performance, and the people who support Tom behind the scenes. What I loved was that the product didn’t scream for attention; it quietly blended into the narrative, appearing naturally through yard work and during those meaningful moments surrounding the ride.

We made it all work by constantly testing and refining our approach—tweaking hooks, captions, and pacing to find our voice and improve engagement. The master film helped anchor our brand credibility, while the shorter snippets served as perfect entry points that felt right for the equestrian culture.

The results were amazing, bringing us our most successful content to date, with 1,300 likes and 20 comments. It confirmed that our quieter, craft-first approach really resonates with the audience we care about. This success was a team effort as well. With the talents of copywriter Drew Whittam, designer Sophie Williams, videographer Nick Whitworth, and photographer Georgina Preston, we all brought this vision to life with authenticity and clarity. Together, we built an ambassador platform that feels true to Tom, true to Gatcombe, and unmistakably representative of Le Chameau. It was a fantastic way to strengthen our equestrian credibility and craft a content blueprint that shows how timeless boots can ground modern storytelling, all without overemphasising their role.

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