FIFA World Cup 2026™
The Treatment
Role
Art Director
Project Type
Activation, Stunt, Experiential
Building the stage
from the ground up.
Every detail was designed to bring local community football a premium FIFA World Cup™ Hospitality experience. Across six cities, we crafted immersive matchday environments with custom hospitality elements, branded touchpoints and curated furnishings that elevated the experience. It was an ambitious vision brought to life by a small but mighty team.
Where communities met legends
We partnered with 16 brand ambassadors representing each FIFA World Cup 2026™ Host City. At every stop, local communities welcomed hometown legends, transforming neighborhood matches into once-in-a-lifetime moments.
How it went
For a day, the community came together to cheer, celebrate, eat, drink, and share in the excitement as familiar pitches were transformed into something truly extraordinary. Players stepped onto the field as the stars of the show with custom FIFA-branded kits, dedicated commentators, a digital scoreboard, and the official FIFA World Cup 2026™ ball while fans got to experience the thrill of being part of something bigger than the game itself. And when our special guests arrived, the excitement reached another level, creating genuine moments of surprise, joy, and connection. What started as an ordinary match became a memory that players, families, and fans could take home with them.
From IRL to Digital
The experience didn’t end when the final whistle blew. Each activation lived on through a tailored digital campaign, generating more than 25 paid and organic assets across six cities, including localized recap films designed to keep the excitement going long after match day.
We extended the story further through content creators and our ambassadors, giving them the creative framework to share their own perspectives with their audiences. Together, these efforts turned six local moments into a much larger digital celebration, bringing the energy, emotion, and surprise of the experience to fans far beyond the pitch.
The community said
“There's not really much going on in this park, so its nice to see the community get together.
Really excited to see the city coming alive like this. Come every weekend, do it every weekend. We'll come!”
"I didn't know we were getting kits… full kits. Thats exciting. I feel like a celebrity"
"The brie bites are amazing. It's definitely elevated. This feels professional."
"You come and watch the game, chill, talk to people. I think something about that is very welcoming."
"It pulls usual football Sunday out of the water. Way better!
Team
MKT Lead Anne Charles
CD Mark Migliorelli
SD Tara McCormack
Designer Tanner Hogan
Lead CW Matt Draper