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FIFA World Cup on FOX
Role
Copywriter & Art Director
Date
Spring 2025
Campaign Highlights
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.
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Package Redesign
The packaging uses premium cues such as a pull-tab closure, a refined neutral color palette, and a soft matte finish to reinforce the sense of indulgence.
Out-of-home placements allow OREO Thins to show up in physical spaces amid the movement, noise, and nonstop pace of major urban centers.
This into airport environments where Millennial women are often navigating travel stress, packed schedules, and constant transitions.
In these moments of motion and mental fatigue, OOH delivers high-visibility awareness while positioning OREO Thins as The Perfect Pause, a light, indulgent reset when consumers need it most.
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