High rolling

Private jets, diamonds, exotic holidays – these days, footballers’ social media feeds are full of video content showcasing their lives of luxury. But who’s behind the camera? Lizzie Coan meets Jack, the man footballers trust to commit their glitzy lifestyles to film

Lizzie Coan

Art
Janick Baggenstos, known simply as Jack to his followers and clients, isn’t an easy man to pin down. Not because he isn’t perfectly friendly and amenable, but because, in his words, “I often don’t know where I’m going to be from one day to the next.” Jack is a filmmaker and creative director whose particular services are very much in demand, especially at this time of year. “I can wake up in the morning, see a message, and suddenly my whole day’s plan is completely different,” he explains. That’s because the subjects of Jack’s work are a very specific group of people with pretty hectic schedules – professional footballers.

It’s partially my fault for trying to set up this interview right in the middle of transfer season, which is a particularly chaotic time for him. When we manage to catch up, he’s just landed in Barcelona from London, and is flying straight out to Brazil the next day. He’d been in London capturing footage of Noni Madueke for his transfer to Arsenal, and he’s heading out to South America to film lifestyle content of Dutch international Memphis Depay before the new season begins.

Jack isn’t always being flown out to these places by big brands, advertising agencies or football clubs. His clients are more often the players themselves, who hire him to make high-end video content showcasing every aspect of their personal lives. His videos often resemble high-fashion adverts or big-budget movie trailers – expect private jets, diamond-encrusted chains and far-flung locations, all inter-stitched with players in the gym or on training pitches showing off their skills. The videos appear on the players’ social media feeds, but they’re not promoting any particular campaign or brand – in this world, footballers are the brands.

This kind of self-promotion is a reasonably new phenomenon, brought about by the influx of social media and spurred on by the sheer amount of wealth footballers are now accruing. Jack also thinks that footballers considering their careers beyond the pitch plays a role. “A footballer’s career is actually really short,” he says. “After 35 or so, it’s over. They feel like they have to build their own brand, thinking about their life after football and how they want to be seen.” And if Jack’s work is anything to go by, how they want to be seen is less about the daily grind of football and more about luxury – from fashion to jewellery to travel.

Things weren’t always so international and glamorous for the Swiss native, who started out planning on becoming a professional footballer himself, training and playing for small local club FC Wetzikon. An injury at 18 meant a break from the game and space for a new interest to begin blooming. “During that time, I bought a proper camera and started making travel videos wherever I went,” he explains. “I also started filming a friend I trained with, Stephan Seiler, who ended up playing professionally in Switzerland. That meant more players saw my videos, and I started getting more requests for work.”

“I have to get it right the first time. I can’t tell a footballer, ‘OK, can you get off that private jet three more times so I can get the right shot?”
some personalised bling

As with any successful filmmaker, there’s always a big break, and Jack’s story is no exception, his coming when he got a call asking him to make a video for Ivan Rakitić’s transfer from Barcelona to Sevilla in 2020. “I was still working an office job at the time, and I had to tell my boss, ‘I need three days off. I’m going to Barcelona to film with Ivan Rakitić.’ And he was like, ‘How do you know these people?!’” The global pandemic at the time proved no deterrent, and Jack soon quit his office job for good, “despite everyone in my life telling me not to!” From there, the big names came thick and fast – he’s worked with Luis Díaz, Karim Adeyemi, Alphonso Davies, David Alaba, Marco Reus and plenty more.

One day, though, the biggest name of all came calling. In 2023, adidas rang, offering Jack the chance to film with Lionel Messi on his impending transfer that summer, whenever and wherever it occurred. “It was crazy,” he reminisces. “Back then, I was still living with my parents, and I took that call in my childhood bedroom! I didn’t hear anything again for months, and then all of a sudden adidas called again and said, ‘He’s going to sign for Inter Miami next week.’ In two or three days, I had to get my team together and fly out to Miami, and we just filmed as much as we could with him over that week. It was so interesting working with him – he’s very reserved as a person, but his aura is still so powerful. The video turned out so well and he and his team were so excited about it.” It was such a success that it enabled Jack to found his own global media brand, Spyders, employing young creatives and working across the world with even more players, as well as major brands and leagues.

So how prescriptive are footballers as clients? Do they already know what they want? It depends, says Jack. “Some send me a video of mine they’ve seen and say, ‘Can you make me something like this?’ Some just say, ‘Hey, come to this game. Make me a video.’ Or some say, ‘Come on vacation with me and we’ll make some content.’” It might sound like an easy life, but it’s painstaking work. “I film everything, and then I just have to work with what I have,” he says. “And I have to get it right the first time. I can’t tell a footballer, ‘OK, can you get off that private jet three more times so I can get the right shot?”

In his role documenting these players’ lives, Jack is no stranger to private jets. He once spent an entire summer with Memphis Depay when he was playing for Barcelona, flying all over the world with the footballer for content. “We started in the Netherlands, then we flew to Ghana, then we went to LA, the south of France, and then back to Barcelona,” he says. Depay’s side career as a musician and high-roller lifestyle makes him, in Jack’s words, “the perfect client”. The resulting videos from that trip are full of drone footage of swimming pools, tracking shots of luxury cars and close-ups of expensive watches and clothing, all interspersed with clips of Depay looking every inch the superstar with a side gig as a rapper. “He’s really photogenic!” Jack points out. “He’s also really into fashion, so he changes his clothes a lot. In one day with him, I can shoot content for two weeks because he changes his outfits and looks different.”

For footballers aiming to curate a personal brand and control their image, this level of intimate access is rare. Jack’s close relationships with these players have been built up over time and he believes they are instrumental to his success. “I think the most important thing in this job is trust,” he says. “You have to understand how a footballer thinks. Nowadays, one bad thing they do can be a massive thing the next day in the media, so trust is the number-one thing.”

One player who trusts Jack implicitly is winger Noah Okafor, who has just transferred to Leeds from AC Milan, and whose Instagram feed is full of glossy videos and pictures in Jack’s signature style. The two recently took a trip to Greece together, where Jack created content of Okafor on training pitches, boats and jet skis. “We know each other very well,” Okafor says when asked why he likes working with Jack. “In a job like this, that friendship is really important because you can feel more comfortable and free, and you can really be yourself. Then none of the videos we make feel fake.”

As a professional footballer in the middle of his career, Okafor knows that his image is crucial. “It’s really important how you show yourself on social media,” he says. When it comes to the creative direction of his content, he trusts Jack enough to leave that in his hands. “Most of the decisions I just leave to Jack. He knows me and he knows what I like.”

So where next for Jack? Career-wise, he’s focused on continuing to grow Spyders, and he’s recently embarked on a new podcast venture, Say Less, featuring some of his footballer friends as guests. Location-wise? As soon as we hang up our call, he’s off to São Paulo – then where after that is anyone’s guess.

It’s partially my fault for trying to set up this interview right in the middle of transfer season, which is a particularly chaotic time for him. When we manage to catch up, he’s just landed in Barcelona from London, and is flying straight out to Brazil the next day. He’d been in London capturing footage of Noni Madueke for his transfer to Arsenal, and he’s heading out to South America to film lifestyle content of Dutch international Memphis Depay before the new season begins.

Jack isn’t always being flown out to these places by big brands, advertising agencies or football clubs. His clients are more often the players themselves, who hire him to make high-end video content showcasing every aspect of their personal lives. His videos often resemble high-fashion adverts or big-budget movie trailers – expect private jets, diamond-encrusted chains and far-flung locations, all inter-stitched with players in the gym or on training pitches showing off their skills. The videos appear on the players’ social media feeds, but they’re not promoting any particular campaign or brand – in this world, footballers are the brands.

This kind of self-promotion is a reasonably new phenomenon, brought about by the influx of social media and spurred on by the sheer amount of wealth footballers are now accruing. Jack also thinks that footballers considering their careers beyond the pitch plays a role. “A footballer’s career is actually really short,” he says. “After 35 or so, it’s over. They feel like they have to build their own brand, thinking about their life after football and how they want to be seen.” And if Jack’s work is anything to go by, how they want to be seen is less about the daily grind of football and more about luxury – from fashion to jewellery to travel.

Things weren’t always so international and glamorous for the Swiss native, who started out planning on becoming a professional footballer himself, training and playing for small local club FC Wetzikon. An injury at 18 meant a break from the game and space for a new interest to begin blooming. “During that time, I bought a proper camera and started making travel videos wherever I went,” he explains. “I also started filming a friend I trained with, Stephan Seiler, who ended up playing professionally in Switzerland. That meant more players saw my videos, and I started getting more requests for work.”

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“I have to get it right the first time. I can’t tell a footballer, ‘OK, can you get off that private jet three more times so I can get the right shot?”
some personalised bling

As with any successful filmmaker, there’s always a big break, and Jack’s story is no exception, his coming when he got a call asking him to make a video for Ivan Rakitić’s transfer from Barcelona to Sevilla in 2020. “I was still working an office job at the time, and I had to tell my boss, ‘I need three days off. I’m going to Barcelona to film with Ivan Rakitić.’ And he was like, ‘How do you know these people?!’” The global pandemic at the time proved no deterrent, and Jack soon quit his office job for good, “despite everyone in my life telling me not to!” From there, the big names came thick and fast – he’s worked with Luis Díaz, Karim Adeyemi, Alphonso Davies, David Alaba, Marco Reus and plenty more.

One day, though, the biggest name of all came calling. In 2023, adidas rang, offering Jack the chance to film with Lionel Messi on his impending transfer that summer, whenever and wherever it occurred. “It was crazy,” he reminisces. “Back then, I was still living with my parents, and I took that call in my childhood bedroom! I didn’t hear anything again for months, and then all of a sudden adidas called again and said, ‘He’s going to sign for Inter Miami next week.’ In two or three days, I had to get my team together and fly out to Miami, and we just filmed as much as we could with him over that week. It was so interesting working with him – he’s very reserved as a person, but his aura is still so powerful. The video turned out so well and he and his team were so excited about it.” It was such a success that it enabled Jack to found his own global media brand, Spyders, employing young creatives and working across the world with even more players, as well as major brands and leagues.

So how prescriptive are footballers as clients? Do they already know what they want? It depends, says Jack. “Some send me a video of mine they’ve seen and say, ‘Can you make me something like this?’ Some just say, ‘Hey, come to this game. Make me a video.’ Or some say, ‘Come on vacation with me and we’ll make some content.’” It might sound like an easy life, but it’s painstaking work. “I film everything, and then I just have to work with what I have,” he says. “And I have to get it right the first time. I can’t tell a footballer, ‘OK, can you get off that private jet three more times so I can get the right shot?”

In his role documenting these players’ lives, Jack is no stranger to private jets. He once spent an entire summer with Memphis Depay when he was playing for Barcelona, flying all over the world with the footballer for content. “We started in the Netherlands, then we flew to Ghana, then we went to LA, the south of France, and then back to Barcelona,” he says. Depay’s side career as a musician and high-roller lifestyle makes him, in Jack’s words, “the perfect client”. The resulting videos from that trip are full of drone footage of swimming pools, tracking shots of luxury cars and close-ups of expensive watches and clothing, all interspersed with clips of Depay looking every inch the superstar with a side gig as a rapper. “He’s really photogenic!” Jack points out. “He’s also really into fashion, so he changes his clothes a lot. In one day with him, I can shoot content for two weeks because he changes his outfits and looks different.”

For footballers aiming to curate a personal brand and control their image, this level of intimate access is rare. Jack’s close relationships with these players have been built up over time and he believes they are instrumental to his success. “I think the most important thing in this job is trust,” he says. “You have to understand how a footballer thinks. Nowadays, one bad thing they do can be a massive thing the next day in the media, so trust is the number-one thing.”

One player who trusts Jack implicitly is winger Noah Okafor, who has just transferred to Leeds from AC Milan, and whose Instagram feed is full of glossy videos and pictures in Jack’s signature style. The two recently took a trip to Greece together, where Jack created content of Okafor on training pitches, boats and jet skis. “We know each other very well,” Okafor says when asked why he likes working with Jack. “In a job like this, that friendship is really important because you can feel more comfortable and free, and you can really be yourself. Then none of the videos we make feel fake.”

As a professional footballer in the middle of his career, Okafor knows that his image is crucial. “It’s really important how you show yourself on social media,” he says. When it comes to the creative direction of his content, he trusts Jack enough to leave that in his hands. “Most of the decisions I just leave to Jack. He knows me and he knows what I like.”

So where next for Jack? Career-wise, he’s focused on continuing to grow Spyders, and he’s recently embarked on a new podcast venture, Say Less, featuring some of his footballer friends as guests. Location-wise? As soon as we hang up our call, he’s off to São Paulo – then where after that is anyone’s guess.

It’s partially my fault for trying to set up this interview right in the middle of transfer season, which is a particularly chaotic time for him. When we manage to catch up, he’s just landed in Barcelona from London, and is flying straight out to Brazil the next day. He’d been in London capturing footage of Noni Madueke for his transfer to Arsenal, and he’s heading out to South America to film lifestyle content of Dutch international Memphis Depay before the new season begins.

Jack isn’t always being flown out to these places by big brands, advertising agencies or football clubs. His clients are more often the players themselves, who hire him to make high-end video content showcasing every aspect of their personal lives. His videos often resemble high-fashion adverts or big-budget movie trailers – expect private jets, diamond-encrusted chains and far-flung locations, all inter-stitched with players in the gym or on training pitches showing off their skills. The videos appear on the players’ social media feeds, but they’re not promoting any particular campaign or brand – in this world, footballers are the brands.

This kind of self-promotion is a reasonably new phenomenon, brought about by the influx of social media and spurred on by the sheer amount of wealth footballers are now accruing. Jack also thinks that footballers considering their careers beyond the pitch plays a role. “A footballer’s career is actually really short,” he says. “After 35 or so, it’s over. They feel like they have to build their own brand, thinking about their life after football and how they want to be seen.” And if Jack’s work is anything to go by, how they want to be seen is less about the daily grind of football and more about luxury – from fashion to jewellery to travel.

Things weren’t always so international and glamorous for the Swiss native, who started out planning on becoming a professional footballer himself, training and playing for small local club FC Wetzikon. An injury at 18 meant a break from the game and space for a new interest to begin blooming. “During that time, I bought a proper camera and started making travel videos wherever I went,” he explains. “I also started filming a friend I trained with, Stephan Seiler, who ended up playing professionally in Switzerland. That meant more players saw my videos, and I started getting more requests for work.”

“I have to get it right the first time. I can’t tell a footballer, ‘OK, can you get off that private jet three more times so I can get the right shot?”
some personalised bling

As with any successful filmmaker, there’s always a big break, and Jack’s story is no exception, his coming when he got a call asking him to make a video for Ivan Rakitić’s transfer from Barcelona to Sevilla in 2020. “I was still working an office job at the time, and I had to tell my boss, ‘I need three days off. I’m going to Barcelona to film with Ivan Rakitić.’ And he was like, ‘How do you know these people?!’” The global pandemic at the time proved no deterrent, and Jack soon quit his office job for good, “despite everyone in my life telling me not to!” From there, the big names came thick and fast – he’s worked with Luis Díaz, Karim Adeyemi, Alphonso Davies, David Alaba, Marco Reus and plenty more.

One day, though, the biggest name of all came calling. In 2023, adidas rang, offering Jack the chance to film with Lionel Messi on his impending transfer that summer, whenever and wherever it occurred. “It was crazy,” he reminisces. “Back then, I was still living with my parents, and I took that call in my childhood bedroom! I didn’t hear anything again for months, and then all of a sudden adidas called again and said, ‘He’s going to sign for Inter Miami next week.’ In two or three days, I had to get my team together and fly out to Miami, and we just filmed as much as we could with him over that week. It was so interesting working with him – he’s very reserved as a person, but his aura is still so powerful. The video turned out so well and he and his team were so excited about it.” It was such a success that it enabled Jack to found his own global media brand, Spyders, employing young creatives and working across the world with even more players, as well as major brands and leagues.

So how prescriptive are footballers as clients? Do they already know what they want? It depends, says Jack. “Some send me a video of mine they’ve seen and say, ‘Can you make me something like this?’ Some just say, ‘Hey, come to this game. Make me a video.’ Or some say, ‘Come on vacation with me and we’ll make some content.’” It might sound like an easy life, but it’s painstaking work. “I film everything, and then I just have to work with what I have,” he says. “And I have to get it right the first time. I can’t tell a footballer, ‘OK, can you get off that private jet three more times so I can get the right shot?”

In his role documenting these players’ lives, Jack is no stranger to private jets. He once spent an entire summer with Memphis Depay when he was playing for Barcelona, flying all over the world with the footballer for content. “We started in the Netherlands, then we flew to Ghana, then we went to LA, the south of France, and then back to Barcelona,” he says. Depay’s side career as a musician and high-roller lifestyle makes him, in Jack’s words, “the perfect client”. The resulting videos from that trip are full of drone footage of swimming pools, tracking shots of luxury cars and close-ups of expensive watches and clothing, all interspersed with clips of Depay looking every inch the superstar with a side gig as a rapper. “He’s really photogenic!” Jack points out. “He’s also really into fashion, so he changes his clothes a lot. In one day with him, I can shoot content for two weeks because he changes his outfits and looks different.”

For footballers aiming to curate a personal brand and control their image, this level of intimate access is rare. Jack’s close relationships with these players have been built up over time and he believes they are instrumental to his success. “I think the most important thing in this job is trust,” he says. “You have to understand how a footballer thinks. Nowadays, one bad thing they do can be a massive thing the next day in the media, so trust is the number-one thing.”

One player who trusts Jack implicitly is winger Noah Okafor, who has just transferred to Leeds from AC Milan, and whose Instagram feed is full of glossy videos and pictures in Jack’s signature style. The two recently took a trip to Greece together, where Jack created content of Okafor on training pitches, boats and jet skis. “We know each other very well,” Okafor says when asked why he likes working with Jack. “In a job like this, that friendship is really important because you can feel more comfortable and free, and you can really be yourself. Then none of the videos we make feel fake.”

As a professional footballer in the middle of his career, Okafor knows that his image is crucial. “It’s really important how you show yourself on social media,” he says. When it comes to the creative direction of his content, he trusts Jack enough to leave that in his hands. “Most of the decisions I just leave to Jack. He knows me and he knows what I like.”

So where next for Jack? Career-wise, he’s focused on continuing to grow Spyders, and he’s recently embarked on a new podcast venture, Say Less, featuring some of his footballer friends as guests. Location-wise? As soon as we hang up our call, he’s off to São Paulo – then where after that is anyone’s guess.

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