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FIFA World Cup on FOX
Role
Copywriter
Date
Spring 2025
Campaign Preview
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.
Print Ads
For my print ads, I played on the juxtaposition of soccer greatness and classic American monuments or facets of life (The St. Louis Arch, rush hour traffic, etc.). I also used the copy to create excitement by highlighting potentially historic events that could occur during the 2026 World Cup.
Video Ad Animatic
For the video execution, I wanted to expand upon the idea of greatness coming to America from a sports idea to something that happened throughout all levels of culture in history.
Storyboard
Potential Extensions of this Video:
-
Shakira (Singing "Waka Waka" for a World Cup tie-in)
-
​​Tom Holland as Spider Man (Could lead to a "Spider-Man: Brand New Day" partnership)
-
Rihanna singing "Pon de Replay" at her first VMAs
-
Yao Ming playing for the Houston Rockets
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