FIFA World Cup on FOX

Role

Copywriter & Art Director

Date

Spring 2025

Campaign Highlights

"Does that make us not for the faint of heart? Guess so. "

"What does it mean to be independent?"

In my coursework, I was tasked with creating a campaign for the 2026 FIFA World Cup on FOX.

Ask:
Turn the World Cup into essential viewing for Americans, a market majorly less interested than other countries.

Insight:
18-to-24 year-olds are more interested than the cultural experience of having a major world event in their country/hometowns, than they are in the actual event occurring.

Idea:
Position the FIFA World on Cup as not just a sports tournament, but as a moment when "Greatness Comes to America", when they'll have a chance to brush up against someone of soccer's greatest players in history -- all in their hometown.

Brand Manifesto

For my brand manifesto, I tapped into the ways Ragtag embraces modern political discussions. Many of its viewing series have a radical and confrontational tone to them, such as the "Black Independents", "Feminist Dystopias", and "New Queer Frontier" series. Ragtag has positioned itself as an incubator of political thought and discussion. For these reasons, I worked to infuse the brand manifesto with its confident, bold, and political brand tone.

What does it mean to be independent? A refusal to listen to a higher power? A willingness to challenge anything and everything? The guts to do all of this loudly and proudly? For us at Ragtag Cinema, it’s all three of those things. We will always champion and promote films that push against society’s walls. Our cinema will make our audiences uncomfortable and force them to question themselves and their lives. Does that make us not for the faint of heart? Guess so. At Ragtag Cinema, we cultivate a community that dives into the deeper meaning of culture, brings in experts that will expand our view of art and society, and dares us to envision a better future. We don’t show films made for eating popcorn. Because at Ragtag Cinema, art is defiance.

For my print ads, I wanted to continue the subversion of standard movie culture present in the campaign. I did this by taking standard parts of a movie theater and adding a political twist. These ads spoke to the ways in which Ragtag encourages its audiences to look for deeper messages, as well as the often political nature of art.