Having been delayed for a year to avoid a clash with the 2024 Olympic Games, the Women’s Africa Cup of Nations 2024 (WAFCON24) finally took place in the summer of 2025 in Morocco. After such a long build-up, the pressure was on Moroccan event experiential agency Avant Scène to deliver an Opening Ceremony that would be worth the wait.
“From day one, our ambition was to create an Opening Ceremony that would stand out – something that would resonate in the world of ceremonies – and I believe we succeeded,” said Avant Scène’s Ismail Dine, who led the project alongside fellow Project Director, Mehdi Lahrichi, and Head of Production, Taoufik El Himer. “Our vision was clear: go beyond the ordinary, deliver a unique and powerful event, and set a new benchmark for ceremonies in the region.”
Founded in 2003, Avant Scène is a leading Moroccan event-production agency with a strong international footprint, having produced several major events including the Annual Meetings of the World Bank Group and International Monetary Fund, the Opening Ceremony of the FIFA Club World Cup, the Futsal African Cup of Nations and the Longines Global Champions Tour.
For this project, the Avant Scène team pitched a concept that Dine described as “coherent, relevant, and capable of delivering something truly special”. He added: “We wanted to break away completely from preconceived ideas. For example, we didn’t want the typical ‘girls playing football’ story or an ‘old lady telling a tale’. Instead, we focussed on showing the strength of women through creativity – in movement, in artistic expression, and even in the way the game itself can inspire.”
Under the guidance of Creative Directors, Pablo Solari and Gennaro Emiliano Girasole, as well as Live Action Director and Head of Choreography, Tatiana Myrkou, the event team produced a spectacular Opening Ceremony that consisted of four acts and included an original musical score. The event was designed to honour each of the 12 participating nations, and celebrate the strength, spirit and creativity of African women across the generations.
“In our first creative pitch, we aligned our vision with CAF’s ‘Born Winners’ campaign, explored its themes, and translated them into a live performance,” Dine recalled. “The result was a mix of technology, power, dynamism, youth, and high energy from start to finish.”
According to Creative Director Pablo Solari, one of the intentions of the Opening Ceremony was to provide a moment of unity where everyone came together to honour the legacy of African women. “We wanted to include as many people as possible – both male and female – in the ceremony, so that the celebration could be shared collectively,” he stated. “Using football as both symbol and stage for a broader movement of women rising, leading, and building, we celebrated the connections across generations, disciplines, and countries, creating a journey from Morocco to the entire continent.”
As the idea took shape, the creative team worked to ensure that the visual language, choreography, music, and effects all aligned. Gennaro Girasole added: “Every element – from immersive laser projections to transforming props and dynamic choreography – stayed true to the initial idea, ensuring that when the lights came up, the audience experienced exactly what had been envisioned from the start.”
The only significant adjustment to the original concept was the addition of Moroccan pop star Jaylann’s performance in Act 3, which was done not only to create a focal point for the Opening Ceremony but also provide a platform to showcase a homegrown Moroccan artist who could represent the host nation.
“We decided to use Jaylann’s new song in the ceremony, and it played a big part in the event’s success,” Dine recalled. “I was proud to have taken that risk; the song carried a powerful message, and it connected perfectly with the spirit of the show.”
Live Action Director and Head of Choreography, Myrkou paid homage to all the performers, who she described as “not just dancers, but storytellers, interacting with immersive laser projections, props that transformed, and a stage designed to shift from intimate moments to grand spectacle”.
She added: “Every creative decision was made to capture both the intimacy of tribute and the thrill of a continental celebration, ensuring that when the first note played and the first light cut through the stadium, the audience felt part of something bigger than a game – a shared moment of pride, connection, and joy.”
‘A strong message to Africa’
With less than a month to design, produce and deliver the project, every stage was accelerated and “calculated risks” were taken. “We kept a classic production structure – a project management team coordinating everything and acting as the main link with the client,” Dine explained. “The rest was divided between the creative team, the rehearsal and choreography team and the stage management team. This meant thousands of WhatsApp messages, Zoom calls and intense coordination – it was an exhausting process, but in a good way.”
The pressure of the tight timeline was compounded by the added challenge of dealing with customs and clearance for the technical equipment. “Not having key items such as the carpet, lasers, and lights available earlier caused some delays and added pressure,” Solari revealed. “We eventually overcame these issues, but it required strong collaboration and support from all teams involved.”
Another challenge, which is universal in events like this, is the need to protect the field of play. “The pitch is the most important element for a safe, fair, and high-quality football game, and protecting its condition is always critical,” the Creative Director commented.
“Balancing the needs of rehearsals, performers, and heavy technical elements with the preservation of the grass demanded constant negotiation and respect for the football association’s requirements. In the end, we managed to find the right compromise – adapting quickly and adjusting elements where needed – so that the show could coexist with the pitch and still deliver a successful story.”
Girasole explained how each of the technical elements were fully integrated with choreography, props and narrative, rather than being used as standalone effects. “Each element – lighting, lasers, audio, visuals, pyro – was carefully timed and choreographed to amplify the story, celebrate the performers, and immerse the audience in a journey from intimate tribute to continental celebration,” he commented.
Girasole praised the wider team involved in the project. “The participation of all teams from early ideation, to planning and delivery was vital,” he commented. “Everyone had to be flexible and have a plan B or C to always move forward and never lose time. The quick response from CAF and the direct communication with Avant Scène made things easier and more effective.”
After over a month of intense coordination and creative focus, the Creative Director was pleased to achieve a show that was “more than worthy of its purpose – honouring African women and launching WAFCON 2024 with pride and emotion.”
He added: “Beyond the success of the ceremony and the pride in what we achieved as a team, the most important outcome is the unique experience that the performers lived. Standing in a full stadium, with the audience cheering, clapping, singing, and engaging with them, is something they will carry with them for the rest of their lives. Solari commented: “What made this possible was not only the technical execution but also the human side of the team. The experience and extremely high level of professionalism of everyone involved played a crucial role. Despite the many challenges and the tight timeline, we always worked together with cohesion, mutual respect, and a calm, positive spirit.”
The final word went to Avant Scène’s Dine: “I’m very proud that a Moroccan – and therefore and African – agency could deliver a ceremony of this calibre; it was a beautiful event in terms of energy, execution, and impact – a strong message to Africa and the world that Moroccan expertise is here, and that it’s a powerful form of soft power for our country. Morocco is on the rise, and we’re proud to have played a part in that,” he commented.
“Secondly, the human experience: the constant learning, the generosity of the team, and the shared effort,” he added. “Even after more than 12 years in this industry, I left this project as a more complete professional. I’m grateful to everyone for their dedication and for sharing their knowledge so openly.”
Photos: Avant Scene
